Strong demand is one of the main components of successful trading.No wonder everyday items, food products sold best.These products are classified as normal, that is, demand is growing with the increase in consumer income.But the market does not consist of consumer goods.Luxury expensive cars, exclusive jewelry, designer clothes, as well as all other products in the classic sense and refer to normal.But in fact, the buyer's choice depends on many components.
American economist Harvey Leibenstein identified three types of behavior when purchasing goods.
- bandwagon effect is that a person buys the most popular and fashionable goods.Such an individual would like to keep abreast of trends, stylish stay "on the wave."The greater the demand for this product, the more likely it is that purchase.Conversely, with decreasing demand for goods bought.
- snob effect directly opposite to the first case.Man seeks to buy something that does not buy other.His task is to stand out from the crowd, to emphasize their own creativity.The greater the demand for a category of goods, the less likely that it will become such a buyer.
- Veblen effect arises when it comes to conspicuous consumption.In this case, a person buys goods in order to use it for its intended purpose, and to highlight among others.If we take the previous effect - snob effect, there is also a task to stand out among all.But Veblen purchase must show the high status of the buyer, rather than his personal identity.In one line of products such an individual will choose the most expensive.
These three have a crucial effect on the luxury market, which does not work for the usual consumer techniques for marketing promotion.If during the advertising campaign for the product delusional guided only classical concepts such as speculative demand, elasticity of demand, consumer expectations, it is possible to come to disastrous results.The classic marketing model is designed to expand the target audience, which reduces the need to purchase goods as a matter of dreams.
why people buying luxury goods in nature, the desire to be first in everything, no longer ignore such a product.Even if its consumer properties, exclusivity and glamor can be seen immediately.Thus, all efforts to promote nullified.This is because among the potential buyers do not have those for whom the principal when choosing a product is the effect of a snob or Veblen.
consumer demand for luxury goods should be of a certain shade of elusiveness and differences from others.One option for the promotion of high-end product is the principle of evangelism.It is based on the creation of special groups of people, for whom the possession of certain brands of the company is essential.For brand creates its own history, philosophy and principles.And here we are talking about luxuries.As a result, begin to acquire goods and those exposed to the effects of Veblen, and those who have always staked their own individuality (snob effect).
also an important role played by the concept of the prestigious price, ie the price at which the product stands out from the goods of the same category.It is important that, in the opinion of others, the buyer pays for the product is much more than it is actually worth.The question of prestige, singularity and importance grows right in the eyes of those who try to stand out.Therefore, when creating branded products related to luxury goods, it is necessary to take into account all the requirements.After all, loyalty to each client depends entirely on the success of the organization.
