Segmentation and Consumption of Luxury Fragrances: a Means-End Chain Analysis

The main aim of this article is to analyze the associative relationship between values, benefits and attributes as perceived by female consumers of luxury fragrances who reside in the city of Curitiba in Brazil. To achieve this, the Means-End Chain model (Gutman 1982) was used, operationalized by the Association Pattern Technique (APT). Furthermore, to broaden the understanding of the phenomenon, segmentation was performed to determine the attitudes of the interviewees concerning the consumption of luxury goods (Dubois, Laurent and Czellar 2001). Three groups emerged: dreamers, skeptics and connoisseurs, with different categorization, selection and consumption processes of luxury fragrances.

Citation:

Luciane Stefanes Alonso and Renato Zancan Marchetti (2008) ,"Segmentation and Consumption of Luxury Fragrances: a Means-End Chain Analysis", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 40-46.