Open AccessThe Desire for Luxury in Emerging Markets: An Interactional Perspective on Consumer Motivations in Tunisia
Author(s) -
Pranjal Gupta,
Mouna Zaghdoudi
Publication year - 2020
Publication title -
journal for the advancement of developing economies
Language(s) - English
Resource type - Journals
ISSN - 2161-8216
DOI - 10.32873/unl.dc.jade911
Subject(s) - marital status , consumption (sociology) , perspective (graphical) , emerging markets , marketing , consumer behaviour , conspicuous consumption , business , work (physics) , empirical research , advertising , economics , sociology , social science , population , mechanical engineering , philosophy , demography , finance , epistemology , artificial intelligence , computer science , engineering
The motivations underlying the desire for luxury products and services have long been the subjectof academic inquiry. An understanding of these motivations is useful for the luxury market industryto help managers formulate better marketing strategies. Further, such knowledge would also beuseful to public policy makers to help them mitigate societal problems that may occur as a resultof such consumption. Of particular interest is the growth of the luxury market in emergingeconomies. This study spotlights the luxury market in Tunisia. Previous work has demonstratedthat age has a significant impact both on willingness to buy luxury products and spend significantproportions of one’s disposal income on such products. As an extension, the objective of thisresearch is to extend these findings by exploring the interactions of age with other demographicvariables. Based on survey data obtained from Tunisian Facebook users and analyzed using crosstabulations, this empirical research supports the hypotheses that gender, income, education andmarital status moderate the inverse relationship between age and luxury consumption.