CONSUMER PERCEPTION AND CONSUMPTION BEHAVIOR REGARDING LUXURY PRODUCTS IN THE FASHION INDUSTRY

Hailin Chen
Joyce Zhou
Jun Yu
Emporia State University

ABSTRACT

The purpose of this study is to examine several aspects of consumers’ perception about luxury products and associated consumption patterns. Using the case of high-end designer labels in the fashion industry as an example, the study explores consumer perception of the high prices of luxury products, changes in prices, brand attachment, and ethical consumption behavior of consumers. For marketers, becoming aware of and getting a better understanding of these issues would help create new opportunities. An exploratory study was conducted with the purpose of providing useful and actionable information. Implications about marketing strategies regarding high-end products are discussed.

Keywords: Consumer perception, prices, brand attachment, ethical behavior, luxury products