The consumer behaviour applied to luxury furniture and decor
An analysis of the Portuguese scenario
Keywords:
consumer behaviour, consumer decision-making process, luxury, luxury goods, luxury brands
Abstract
This article aims to analyze the receptivity and motivations of Portuguese consumers for the acquisition of luxury furniture and decoration. Based on a literature review and the adoption of a positivist paradigm, data were collected through the application of an online questionnaire survey between November 2021 and January 2022, to a non-probabilistic convenience sample using the snowball technique, applied to the Portuguese population. The final sample consisted of 402 individuals over the 18-years old of Portuguese nationality. The collected data were quantitatively analyzed using the IBM SPSS Statistics software (version 28.0.0.0). During the analysis were used descriptive and inferential statistical techniques. A total of 11 hypotheses were tested in the conceptual model. The inferential analysis showed a statistically significant correlation to support a total of 8 of the 11 hypotheses formulated in the research model. The results highlight the impact and importance that luxury brands have on consumer emotions, transmitting happiness, authenticity, and sophistication, translating into the consumer's desire to be associated with them. In summary, sensations play a central role in the entire process of buying luxury goods and establishing a relationship between consumers and luxury brands. The main limitation of this study was the sample approach used, that do not allow a generalization to the Portuguese population. For future research, it is recommended to expand this study to other countries, encompassing an international approach.
References
References
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Berthon, P., Pitt, L., Parent, M., & Berthon, J.-P. (2009). Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52(1), 45–66.
Bilge, H. A. (2015). Luxury Consumption: Literature Review. Khazar Journal of Humanities and Social Sciences, 18(1), 35–55. www.tribeca.com.tr
Chen, S., Qiu, H., Xiao, H., He, W., Mou, J., & Siponen, M. (2021). Consumption behavior of eco-friendly products and applications of ICT innovation. Journal of Cleaner Production, 287, 1–17. https://doi.org/10.1016/j.jclepro.2020.125436
Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M., & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101–107.
Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries. Marketing Letters, 16(2), 115–128.
Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. HEC Research Papers Series, 736.
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications, Inc.
George, D., & Mallery, P. (2020). IBM SPSS Statistics 26 Step by Step: A Simple Guide and Reference (16th ed.). Routledge/Taylor & Francis Group.
Goretzko, D., Pham, T. T. H., & Bühner, M. (2019). Exploratory factor analysis: Current use, methodological developments and recommendations for good practice. Current Psychology, 2. https://doi.org/10.1007/s12144-019-00300-2
Han, H., Hsu, L. T. J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345–355. https://doi.org/10.1016/j.ijhm.2010.07.008
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30.
Heine, K. (2012). The Identity of Luxury Brands [Tese de Doutoramento]. University of Berlin.
Hudders, L., & Pandelaere, M. (2012). The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being. Journal of Happiness Studies, 13(3), 411–437. https://doi.org/10.1007/s10902-011-9271-9
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231–245. https://doi.org/10.1108/13612020910957734
Instituto do Luxo. (2021, May 14). Tendências para o mercado Home Decor. Instituto Do Luxo.
Jackson, T., & Shaw, D. (2009). Mastering fashion marketing (1st ed.). Palgrave Macmillan.
Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251–259. https://doi.org/10.1057/bm.1997.4
Kapferer, J.-N., & Bastien, V. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (1st ed.). Kogan Page.
Kapferer, J.-N., & Laurent, G. (2016). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332–340. https://doi.org/10.1016/j.jbusres.2015.08.005
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286–293. https://doi.org/10.1016/j.jretconser.2010.02.006
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023
Kotler, P. Armstrong, G., Saunders, J., Wong, V. (2018). Principles of Marketing, 17th Edition. Harlow, United Kingdom: Pearson Education Limited.
Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61.
Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21(5), 735–744. https://doi.org/10.1016/j.jretconser.2014.05.003
Okonkwo, U. (2016). Luxury Fashion Branding: Trends, Tactics, Techniques (4th ed.). Palgrave Macmillan. https://books.google.pt/books?id=a_6CublRtYwC
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145.
Paul, J. (2019). Masstige model and measure for brand management. European Management Journal, 37(3), 299–312. https://doi.org/10.1016/j.emj.2018.07.003
Pereira, M. A. V. (2020). O autoconceito e o consumo de roupa e acessórios de marcas de luxo [Master Thesis]. Universidade de Lisboa.
Ramya, N., & SA, M. A. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80. www.allresearchjournal.com
Shukla, P., Singh, J., & Banerjee, M. (2015). They are not all same: variations in Asian consumers’ value perceptions of luxury brands. Marketing Letters, 26(3), 265–278.
Silverstein, M. J., & Fiske, N. (2008). Trading Up: Why Consumers Want New Luxury Goods and How Companies Create Them (3rd ed.). Portfolio. www.bcg.com/tradingup
Siying, Y. (2014). Marketing Strategy of Chinese Domestic Luxury Brand - Case Company: Kweichow Moutai [Thesis]. In Business Economics and Tourism, VAASA University of Applied Sciences. Vaasa University of Applied Sciences.
Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7–23. https://doi.org/10.2753/MTP1069-6679150101
Som, A., & Blanckaert, C. (2015). The Road to Luxury (1st ed.). Wiley.
Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). Influence of Ethnicity on Uniqueness & Snob Value in Purchase Behavior of Luxury Brands. Journal of Research in Marketing, 2(3), 172–186.
Sweeney, J. C., & Soutar, G. N. (2001). Customer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203–220.
Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156–1163. https://doi.org/10.1016/j.jbusres.2009.10.012
Vaske, J. J., Beaman, J., & Sponarski, C. C. (2017). Rethinking Internal Consistency in Cronbach’s Alpha. Leisure Sciences, 39(2), 163–173. https://doi.org/10.1080/01490400.2015.1127189
Vigneron, F., & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, 1, 1–15.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506. https://doi.org/10.1057/palgrave.bm.2540194
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, 7(7), 333–361.
Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability, 13 (11). MDPI AG. https://doi.org/10.3390/su13116219
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why Do Consumers Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247–259. https://doi.org/10.1509/jmkr.46.2.247
Yeoman, I. (2011). The changing behaviours of luxury consumption. Journal of Revenue and Pricing Management, 10(1), 47–50. https://doi.org/10.1057/rpm.2010.43
Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007
Zhang, L., & Cude, B. J. (2018). Chinese Consumers’ Purchase Intentions for Luxury Clothing: A Comparison between Luxury Consumers and Non-Luxury Consumers. Journal of International Consumer Marketing, 30(5), 336–349. https://doi.org/10.1080/08961530.2018.1466225
Zhang, L., & Zhao, H. (2019). Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods? Journal of Retailing and Consumer Services, 51, 62–71. https://doi.org/10.1016/j.jretconser.2019.05.027
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
Berthon, P., Pitt, L., Parent, M., & Berthon, J.-P. (2009). Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52(1), 45–66.
Bilge, H. A. (2015). Luxury Consumption: Literature Review. Khazar Journal of Humanities and Social Sciences, 18(1), 35–55. www.tribeca.com.tr
Chen, S., Qiu, H., Xiao, H., He, W., Mou, J., & Siponen, M. (2021). Consumption behavior of eco-friendly products and applications of ICT innovation. Journal of Cleaner Production, 287, 1–17. https://doi.org/10.1016/j.jclepro.2020.125436
Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M., & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101–107.
Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries. Marketing Letters, 16(2), 115–128.
Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. HEC Research Papers Series, 736.
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications, Inc.
George, D., & Mallery, P. (2020). IBM SPSS Statistics 26 Step by Step: A Simple Guide and Reference (16th ed.). Routledge/Taylor & Francis Group.
Goretzko, D., Pham, T. T. H., & Bühner, M. (2019). Exploratory factor analysis: Current use, methodological developments and recommendations for good practice. Current Psychology, 2. https://doi.org/10.1007/s12144-019-00300-2
Han, H., Hsu, L. T. J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345–355. https://doi.org/10.1016/j.ijhm.2010.07.008
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30.
Heine, K. (2012). The Identity of Luxury Brands [Tese de Doutoramento]. University of Berlin.
Hudders, L., & Pandelaere, M. (2012). The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being. Journal of Happiness Studies, 13(3), 411–437. https://doi.org/10.1007/s10902-011-9271-9
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231–245. https://doi.org/10.1108/13612020910957734
Instituto do Luxo. (2021, May 14). Tendências para o mercado Home Decor. Instituto Do Luxo.
Jackson, T., & Shaw, D. (2009). Mastering fashion marketing (1st ed.). Palgrave Macmillan.
Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251–259. https://doi.org/10.1057/bm.1997.4
Kapferer, J.-N., & Bastien, V. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (1st ed.). Kogan Page.
Kapferer, J.-N., & Laurent, G. (2016). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332–340. https://doi.org/10.1016/j.jbusres.2015.08.005
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286–293. https://doi.org/10.1016/j.jretconser.2010.02.006
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023
Kotler, P. Armstrong, G., Saunders, J., Wong, V. (2018). Principles of Marketing, 17th Edition. Harlow, United Kingdom: Pearson Education Limited.
Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61.
Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21(5), 735–744. https://doi.org/10.1016/j.jretconser.2014.05.003
Okonkwo, U. (2016). Luxury Fashion Branding: Trends, Tactics, Techniques (4th ed.). Palgrave Macmillan. https://books.google.pt/books?id=a_6CublRtYwC
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145.
Paul, J. (2019). Masstige model and measure for brand management. European Management Journal, 37(3), 299–312. https://doi.org/10.1016/j.emj.2018.07.003
Pereira, M. A. V. (2020). O autoconceito e o consumo de roupa e acessórios de marcas de luxo [Master Thesis]. Universidade de Lisboa.
Ramya, N., & SA, M. A. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80. www.allresearchjournal.com
Shukla, P., Singh, J., & Banerjee, M. (2015). They are not all same: variations in Asian consumers’ value perceptions of luxury brands. Marketing Letters, 26(3), 265–278.
Silverstein, M. J., & Fiske, N. (2008). Trading Up: Why Consumers Want New Luxury Goods and How Companies Create Them (3rd ed.). Portfolio. www.bcg.com/tradingup
Siying, Y. (2014). Marketing Strategy of Chinese Domestic Luxury Brand - Case Company: Kweichow Moutai [Thesis]. In Business Economics and Tourism, VAASA University of Applied Sciences. Vaasa University of Applied Sciences.
Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7–23. https://doi.org/10.2753/MTP1069-6679150101
Som, A., & Blanckaert, C. (2015). The Road to Luxury (1st ed.). Wiley.
Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). Influence of Ethnicity on Uniqueness & Snob Value in Purchase Behavior of Luxury Brands. Journal of Research in Marketing, 2(3), 172–186.
Sweeney, J. C., & Soutar, G. N. (2001). Customer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203–220.
Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156–1163. https://doi.org/10.1016/j.jbusres.2009.10.012
Vaske, J. J., Beaman, J., & Sponarski, C. C. (2017). Rethinking Internal Consistency in Cronbach’s Alpha. Leisure Sciences, 39(2), 163–173. https://doi.org/10.1080/01490400.2015.1127189
Vigneron, F., & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, 1, 1–15.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506. https://doi.org/10.1057/palgrave.bm.2540194
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, 7(7), 333–361.
Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability, 13 (11). MDPI AG. https://doi.org/10.3390/su13116219
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why Do Consumers Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247–259. https://doi.org/10.1509/jmkr.46.2.247
Yeoman, I. (2011). The changing behaviours of luxury consumption. Journal of Revenue and Pricing Management, 10(1), 47–50. https://doi.org/10.1057/rpm.2010.43
Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007
Zhang, L., & Cude, B. J. (2018). Chinese Consumers’ Purchase Intentions for Luxury Clothing: A Comparison between Luxury Consumers and Non-Luxury Consumers. Journal of International Consumer Marketing, 30(5), 336–349. https://doi.org/10.1080/08961530.2018.1466225
Zhang, L., & Zhao, H. (2019). Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods? Journal of Retailing and Consumer Services, 51, 62–71. https://doi.org/10.1016/j.jretconser.2019.05.027
Published
2024-06-05
How to Cite
Pé D Arca, G. (2024). The consumer behaviour applied to luxury furniture and decor. International Journal of Marketing, Innovation and Strategy, TBD. https://doi.org/10.34624/ijmis.v2i01.35055
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