Attitudes of young people towards luxury products

TL;DRAbstract

OBJECTIVE AND RESEARCH TASKS\nThe aim of the study was to examine young people’s attitudes, i.e. their beliefs, feelings and\npurchase intentions, towards luxury products. The questions of the research concerned the\nmeanings of the word “luxury” to young people, reasons for buying luxury products, and, on a small\nscale, young adults’ luxury brand awareness and brand loyalty.\nAlthough consumers aged 18-26 are a powerful force as luxury consumers in the years to come,\nthey are a difficult group for marketers to get to know - but a very interesting target group to study\nmore.\n\nIMPLEMENTATION\nThe research was a qualitative study carried out by an Internet-mediated questionnaire with openended\nquestions. The data collected in written form from 12 respondents in total was investigated\nin two ways: case by case and across cases by analysing the experiences and opinions of the\nrespondents and by identifying the major themes.\n\nRESULTS AND CONCLUSIONS\nMost of the respondents showed

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