CREATION AND CONSUMER PERCEPTION ON LUXURY BRANDS

Abstract

The creation and perception of luxury brands are central themes in marketing research. This study investigates these aspects through a questionnaire-based survey targeting diverse consumer groups. The survey covers demographic information, perceptions of luxury brands, consumer behaviours, brand loyalty, preferences, and future market trends. Respondents were asked to define luxury brands, identify associated attributes, name notable luxury brands, and rate factors influencing their perception of luxury. Results highlight quality, prestige, and exclusivity as primary attributes linked to luxury. Factors such as product quality, brand reputation, and exclusivity were identified as key influencers in perceiving a brand as luxurious. The study also reveals varying levels of brand loyalty influenced by quality, heritage, and brand image. The survey investigates how people perceive luxury brands in relation to social media, marketing tactics, and cultural changes. It looks at new trends, such as the increasing focus on sustainability and moral branding in the luxury market. This research provides insights into luxury branding dynamics and consumer behaviour, offering implications for marketers seeking to position their brands in the luxury segment. It contributes to a deeper understanding of luxury's evolving nature in today's market landscape.