Ricerc@Sapienza

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,
user consequences, and final values, this methodology allowed for identifying how
consumers perceive self-relevant consequences of new luxury products. The results of
the 26 interviews are reported in the Hierarchical Value Map.
Findings: We found that people are mostly driven by values of happiness,
self-image, self-fulfillment, and social recognition in crystal tableware choice. In
particular, the values elicited by respondents fall into two main categories: a) values
that are centered around the self (e.g., self-image); b) values connected to or dependent
on third parties (e.g., give prominence to my family/guests; social recognition; high
status). Those values are sought by respondents in particular attributes of crystal
tableware, such as design, brightness, high quality, and brand.
Research limits: A limitation of this study is that it analyzes only one market
sector.
Practical implications: By understanding better the relationship between
product attributes and consumers’ choices in new luxury goods consumption,
managers can improve product design and advertising campaigns.
Originality of the paper: Our analysis allows shedding lights on the meansend
chain characterizing consumer behaviors for the purchase of new luxury goods,
which is still an overlooked phenomenon from an empirical point of view.