| dc.description.abstract | The perception of luxury has been related to high price and exclusivity since ages. This project aims
to understand the perception of luxury goods and services across Gen X, Y and Z generations. The
scope of the project is limited to only Indian context. The methodology adopted was to refer
secondary and primary sources of resources. In primary sources, focussed group discussions, in
depth interview and quantitative survey was carried out. The various common attributes and
differences were noted from the analysis. The common attributes across the generations for both
males and females has been exclusivity, whereas for only females it is expensiveness and superior
quality. The common attribute in men across generations is found to be pre purchase guidance.
Finally its recommended that for any future luxury goods/ services launch the company should focus
on brand, utility, exclusivity, coolness and personal satisfaction for males and exclusivity, brand,
younger look and feeling to be for the females. | en_US |
