Materialism In The Context Of Luxury Consumers

• Main Authors: Claudia Rosa Acevedo, Jouliana Nohara, Mônica Martins Caparroz, Sandra i Maria Martin
• Format: Article
• Language: Portuguese
• Published: Faculdade de Tecnologia Eniac 2015-11-01
• Series: Revista Eniac Pesquisa
• Subjects: Disposição para o Consumo; Luxo; Marketing; Variáveis Sociodemográficas
• Online Access: http://ojs.eniac.com.br/index.php/EniacPesquisa/article/view/275

In this article, the established objective is to identify the relationship between socio demographic variables and materialism of the construct in the context of luxury consumer segment. To measure materialism used the theoretical model Richins (2004), tested and adapted nationally by Ponchio and Spider (2007). Through a quantitative survey of 320 consumers in São Paulo, we tested the relationship between the variables revealing results were compared to previous studies on the difference between the sociodemographic contexts. In conclusion, it can be seen that the luxury segment responds differently to the previous study. And unlike materialism identified himself only for the age group of 18 and 29, in relation to the other. The variables gender and financial income showed no distinction between established categories.