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Why People Buy Personal Luxuries, 2004—Who Buys Personal Luxuries—What They Buy—Why They Buy.
Unity Marketing, July 2004, Pages: 101
An extensive consumer research survey was conducted to provide information about consumers’ purchase behavior and motivations when shopping for ‘personal luxuries.’ Just what are ‘personal luxuries?’ For the purposes of this study, personal luxuries are categorized as the “personal products that you didn’t strictly need, but bought out of desire.” Individual categories included range from women’s apparel and fashion accessories, such as handbags, to personal care products like cosmetics and soaps—but more “special” or “exclusive” than everyday brands.
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