Is there a Euro-consumer for Luxury Goods?

Abstract

On the basis of a major European survey of 12,500 consumers and their attitudes towards 30 international luxury brands, the present research investigates the segmenting power of various geographic and socio-economic indicators in explaining luxury purchase. Although some differences among the various European countries can be observed, results indicate that income, education and occupation differentiate consumers to a far greater extent than country affiliation. To that extent, one can conclude to the existence of a Euro-consumer whose profile can be precisely delineated.