Academic Scientific JournalsGender and the perception of luxury – the attitude of women and men toward luxury products
Keywords:
perception, attitude toward luxury, luxury product, luxury brand, gender, consumer behaviorAbstract
The aim of the article is to identify whether and how gender shapes the perception of luxury products and the attitude of young consumers toward this category of goods. The study carried out in the article was conducted among 854 students of two Tri-city universities in November 2017. A questionnaire created by Dubois and Laurent in 1994, including 32 motives shaping respondents’ attitudes to luxury products, has been used. The results of the study present a problem of perception of luxury in the poorly investigated context of gender. If there are differences in the perception of luxury among women and men, learning their source can be important for both science and practice in the field of luxury goods marketing.
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