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How to leverage on the Portuguese luxury consumers to increase the luxury consumption in Portugal?
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Orientador(es)
Resumo(s)
This dissertation aims to investigate the Portuguese Luxury Consumer’s consumption habits in
Portugal, in order to understand how Portugal can capitalize on these consumers to further develop
the overall luxury consumption in the country. To achieve this goal, we started by exploring the
concept of luxury, presenting the main global luxury trends and analysing the luxury consumption
in Portugal, using both qualitative and quantitative techniques. This investigation shows that
Portuguese luxury consumers are influenced by store service, price and promotion, purchase both
luxury goods and experiences, browse online before going to stores and, overall, seem to be aligned
with the rest of the Western World’s luxury consumers.
Descrição
Palavras-chave
Luxury Portuguese luxury consumers Luxury products Luxury experiences