The paper is part of a wider research aimed at studying consumer’s attitude towards “Made in Italy” products through empirical investigation. The research questions addressed are: 1) Does recognition in terms of the qualitative characterization of “Made in Italy” products exist? And if yes, 2) Is there a willingness to pay, in quantitative terms, a premium price for such products?
Purpose of the paper: This paper aims at analyzing product perception, product
preferences and purchase motives for obtaining a better understanding of consumer
purchasing behavior with regard to new luxury goods. Our objective is to comprehend
which attributes drive consumers to purchase new luxury products, and what are the
values pushing them to their choices.
Methodology: We applied laddering interviewing, which is a technique
referring to the means-end theory. By finding linkages between product attributes,
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