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Authors
Abstract(s)
O mercado de artigos de luxo encontra-se atualmente em fase de crescimento e transformação,
atraindo atenção especial da indústria, marcas e investigadores. Para o sucesso de uma marca
de luxo, em especial das carteiras de luxo, é necessário ter um conhecimento amplo e completo
das motivações que levam à sua compra. Verifica-se, também, que existem poucos estudos que
analisam a compra de produtos de luxo por parte da Geração Y, uma geração bastante relevante
neste mercado, e que está em constante ascensão em sua classe social. Deste modo, este estudo
tem como objetivo analisar as principais motivações que levam mulheres portuguesas e
brasileiras da geração Y a comprar carteiras de luxo, bem como quais as marcas de carteiras de
luxo possuem maior notoriedade perante o público deste estudo. A abordagem utilizada neste
estudo foi quantitativa, tendo sido os dados recolhidos através de um questionário disponível
online. Com uma amostra não probabilística por conveniência de 477 mulheres (204 Brasileiras
e 149 Portuguesas) foram testadas as hipóteses em estudo.
Foi possível concluir que a qualidade, a visibilidade social e o desejo por algo único são
motivações importantes na compra de carteiras de luxo, tanto para as portuguesas, como para
as brasileiras. Pelo contrário, o status e o prestígio não são motivações relevantes. Verifica-se,
também, que as redes sociais têm um grande impacto na decisão de compra, principalmente nas
brasileiras que afirmam pesquisar as suas opções de compra neste meio de comunicação e
seguem as marcas que consomem com maior frequência que as portuguesas.
Por fim, com base nos resultados desta pesquisa, são apresentadas sugestões estratégicas de
como as marcas de luxo podem se posicionar diante dos seus consumidores, para fomentar
principalmente o consumo de carteiras de luxo no mercado mundial e os rumos de pesquisas
futuras.
ABSTRACT: The luxury goods market is currently undergoing growth and transformation, attracting special attention from industry, brands and researchers. For the success of a luxury brand, especially luxury wallets, it is necessary to have a broad and complete knowledge of the motivations that lead to its purchase. It is also verified that there are few studies that analyze the purchase of luxury products by Generation Y, a very relevant generation in this market, and that is constantly rising in its social class. Thus, this study aims to analyze the main motivations that lead Portuguese and Brazilian women of Generation Y to buy luxury wallets, as well as which brands of luxury wallets have greater notoriety among the audience of this study. The approach used in this study was quantitative, with data collected through a questionnaire available online. With a non-probabilistic convenience sample of 477 women (204 Brazilians and 149 Portuguese) the hypotheses under study were tested. It was possible to conclude that quality, social visibility and the desire for something unique are important motivations in the purchase of luxury wallets, for both Portuguese and Brazilian women. On the contrary, status and prestige are not relevant motivations. It is also verified that social networks have a great impact on the purchase decision, especially in Brazilian women who claim to research their purchase options in this media and follow the brands they consume more frequently than the Portuguese ones. Finally, based on the results of this research, strategic suggestions are presented on how luxury brands can position themselves in front of their consumers, to mainly encourage the consumption of luxury wallets in the world market and the direction of future research.
ABSTRACT: The luxury goods market is currently undergoing growth and transformation, attracting special attention from industry, brands and researchers. For the success of a luxury brand, especially luxury wallets, it is necessary to have a broad and complete knowledge of the motivations that lead to its purchase. It is also verified that there are few studies that analyze the purchase of luxury products by Generation Y, a very relevant generation in this market, and that is constantly rising in its social class. Thus, this study aims to analyze the main motivations that lead Portuguese and Brazilian women of Generation Y to buy luxury wallets, as well as which brands of luxury wallets have greater notoriety among the audience of this study. The approach used in this study was quantitative, with data collected through a questionnaire available online. With a non-probabilistic convenience sample of 477 women (204 Brazilians and 149 Portuguese) the hypotheses under study were tested. It was possible to conclude that quality, social visibility and the desire for something unique are important motivations in the purchase of luxury wallets, for both Portuguese and Brazilian women. On the contrary, status and prestige are not relevant motivations. It is also verified that social networks have a great impact on the purchase decision, especially in Brazilian women who claim to research their purchase options in this media and follow the brands they consume more frequently than the Portuguese ones. Finally, based on the results of this research, strategic suggestions are presented on how luxury brands can position themselves in front of their consumers, to mainly encourage the consumption of luxury wallets in the world market and the direction of future research.
Description
Keywords
Mercado de Luxo Status Prestígio Desejo Carteiras de Luxo