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The book explores the evolving perception of low-income consumers in Brazil, who now represent over half of the population. Since the 1980s, research has shifted from merely addressing their material scarcity to understanding their consumption habits, particularly regarding luxury. Despite existing literature focusing on affluent consumers, this study aims to uncover the unique meanings of luxury for low-income individuals. Utilizing a hermeneutic approach, it seeks to fill the knowledge gap surrounding this demographic's relationship with luxury goods and services.
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What does luxury mean for the low-income consumer?, Marianne Schulze-Ghattas
- Language
- Released
- 2023
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- (Paperback)
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- Title
- What does luxury mean for the low-income consumer?
- Subtitle
- An exploratory study
- Language
- English
- Authors
- Marianne Schulze-Ghattas
- Publisher
- Our Knowledge Publishing
- Released
- 2023
- Format
- Paperback
- Pages
- 72
- ISBN13
- 9786206236955
- Category
- Social sciences
- Description
- The book explores the evolving perception of low-income consumers in Brazil, who now represent over half of the population. Since the 1980s, research has shifted from merely addressing their material scarcity to understanding their consumption habits, particularly regarding luxury. Despite existing literature focusing on affluent consumers, this study aims to uncover the unique meanings of luxury for low-income individuals. Utilizing a hermeneutic approach, it seeks to fill the knowledge gap surrounding this demographic's relationship with luxury goods and services.