Buyer Behaviour

Luxury products are all around us, when you switch on the television, or look through the pages of most magazines, we are bombarded with the latest celebrity gossip or reality programmes that subconsciously make us want to feel important, beautiful and acknowledged. Those same magazines and news show people who are beautiful and they all say that their daily life and material belongings like clothes and other possessions makes their lives fulfilled and those same things can also make you feel the same way as well and all you need to do is by similar things by the right designers. Naturally people begin to desire for those that they see celebrities wear things from high fashion brand names like Gucci, Armani etc. If affordable people buy those things and eventually people become accustomed to those brands (brand loyalty).

During early civilisation when Human beings became more intelligent and began to make and design things they needed and wanted like the Egyptians, Romans and Greeks, fashion was very important because it was a way they reflected their society by using clothes, jewellery and cosmetics and from those things we could see and judge how their quality of lives and standard of living were. Through fashion we could also see differences in social class because the most luxurious things were limited to the rich and influential only.

In the twenty first century luxury usage has become very popular (Kapferer and Bastien, 2009) regardless of the fact that only a limited number of companies sell luxury products. (Uche Okwonko, 2007) In the last century many In the world have aspired for luxurious items and the demand for that has resulted in many luxury brands being established The development of industries, economies, new trades, increase in spending, and even communication has really boosted globalisation. Asian and Eauropean countries are more accustomed to one another more now than in the past, for example Japanese luxury brands