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Inderstanding Consumer Behaviour Towards Luxury Products

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Inderstanding Consumer Behaviour Towards Luxury Products
A Report On

Understanding Consumer Behaviour towards Luxury Products

By

Jitesh Sanghvi MMS – 137, Marketing Year 2009-10
K J Somaiya Institute of Management Studies & Research

Understanding Consumer Behaviour towards Luxury Products

Understanding Consumer Behaviour Towards Luxury Products

By

Jitesh A Sanghvi

Under the guidance of

Mar. Nilesh Talreja Senior Executive Interface Communication

______________ Designation SIMSR, Mumbai

K J Somaiya Institute of Management Studies & Research
May-June, 09

Jitesh Sanghvi - MMS -137, Marketing

Page 1

Understanding Consumer Behaviour towards Luxury Products

Certificate

Jitesh Sanghvi - MMS -137, Marketing

Page 2

Understanding Consumer Behaviour towards Luxury Products

Certificate of Approval
We approve this Summer Project Report titled "Understanding Consumer Behaviour Towards Luxury Products ..." as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Master in Management Studies for which it has been submitted. It is understood that by this approval we do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer Project Report only for the purpose it is submitted. Summer Project Report Examination Committee for evaluation of Summer Project Report Jitesh A Sanghvi

Signature

1. Faculty Examiner

2. MMS Summer Project Co-coordinator

Jitesh Sanghvi - MMS -137, Marketing

Page 3

Understanding Consumer Behaviour towards Luxury Products

EXECUTIVE SUMMARY
Studying consumer behaviour enables marketing researchers to predict how consumers will react to promotional messages and to understand why they make the purchase decision they do. Marketers realized that if they know more about the consumer decision making criteria, they can design marketing strategies and promotional messages that will


Bibliography: Websites: www.csulb.edu/colleges/cba/.../Catherine_Cole_Gutierrez_Thesis.pdf http://www.scribd.com/doc/4975033/Consumer-behaviour www.economicswebinstitute.org/essays/carthai.pdf http://www.researchandmarkets.com/reports/614895/elite_china_luxury_consum er_behavior_in_china.htm http://www.escpeap.net/conferences/marketing/2006_cp/Materiali/Paper/Fr/DeBarnier_Rodina_V aletteFlorence.pdf http://www.unitymarketingonline.com/cms_luxury/luxury/luxury3.php http://www.retail-week.com/consumer-behaviour-a-new-era-of-frugalliving/1953647.article http://philippemihailovich.com/uploads/gettingtothebrandbrief.pdf Jitesh Sanghvi - MMS -137, Marketing Page 76
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