Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials
The purpose of this report is to generate valuable consumer insight about purchases in the luxury fragrance industry by Bulgarian and Romanian Millennials. The study also focuses on the concepts of acculturation and ethnic identification and their mediating effect on the purchase of luxury perfum...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/30051/ |
| _version_ | 1848793910987456512 |
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| author | Yaneva, Mihaela |
| author_facet | Yaneva, Mihaela |
| author_sort | Yaneva, Mihaela |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The purpose of this report is to generate valuable consumer insight about purchases
in the luxury fragrance industry by Bulgarian and Romanian Millennials. The study also
focuses on the concepts of acculturation and ethnic identification and their mediating effect
on the purchase of luxury perfumes. The literature review examines the topic based on
previous work in the fields of psychology, marketing, consumer behavior and economics and
presents three conceptual frameworks for creating value for luxury goods. Primary data was
collected from 99 participants via self-completion surveys. The results revealed a strong
effect of craftsmanship and outer-directed symbolism on the intention to buy a designer
fragrance. A second small-scale study was executed in order to test the behavioral
difference between immigrants and non-immigrants in terms of motivation for perfume
purchase. Acculturation and ethnic identity proved to be significant mediators in the
consumption process as they impact materialistic values. The project concludes with
discussion of the implications for marketers and directions for further research. |
| first_indexed | 2025-11-14T19:07:49Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-30051 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:07:49Z |
| publishDate | 2015 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-300512017-10-19T14:58:02Z https://eprints.nottingham.ac.uk/30051/ Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials Yaneva, Mihaela The purpose of this report is to generate valuable consumer insight about purchases in the luxury fragrance industry by Bulgarian and Romanian Millennials. The study also focuses on the concepts of acculturation and ethnic identification and their mediating effect on the purchase of luxury perfumes. The literature review examines the topic based on previous work in the fields of psychology, marketing, consumer behavior and economics and presents three conceptual frameworks for creating value for luxury goods. Primary data was collected from 99 participants via self-completion surveys. The results revealed a strong effect of craftsmanship and outer-directed symbolism on the intention to buy a designer fragrance. A second small-scale study was executed in order to test the behavioral difference between immigrants and non-immigrants in terms of motivation for perfume purchase. Acculturation and ethnic identity proved to be significant mediators in the consumption process as they impact materialistic values. The project concludes with discussion of the implications for marketers and directions for further research. 2015 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/30051/1/Motivation%20for%20luxury%20consumption%20in%20the%20fragrance%20industry_%20a%20study%20on%20Romanian%20and%20Bulgarian%20Millennials.pdf Yaneva, Mihaela (2015) Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials. [Dissertation (University of Nottingham only)] luxury goods; luxury consumption; Bulgaria; Romania; Generation Y; Millennials |
| spellingShingle | luxury goods; luxury consumption; Bulgaria; Romania; Generation Y; Millennials Yaneva, Mihaela Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials |
| title | Motivation for luxury consumption in the
fragrance industry: a study on Romanian and
Bulgarian Millennials |
| title_full | Motivation for luxury consumption in the
fragrance industry: a study on Romanian and
Bulgarian Millennials |
| title_fullStr | Motivation for luxury consumption in the
fragrance industry: a study on Romanian and
Bulgarian Millennials |
| title_full_unstemmed | Motivation for luxury consumption in the
fragrance industry: a study on Romanian and
Bulgarian Millennials |
| title_short | Motivation for luxury consumption in the
fragrance industry: a study on Romanian and
Bulgarian Millennials |
| title_sort | motivation for luxury consumption in the
fragrance industry: a study on romanian and
bulgarian millennials |
| topic | luxury goods; luxury consumption; Bulgaria; Romania; Generation Y; Millennials |
| url | https://eprints.nottingham.ac.uk/30051/ |