The consumer behaviour applied to luxury furniture and decor

An analysis of the Portuguese scenario

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.