Steady demand is one of the maincomponents of successful trade. Knowingly items of daily demand, food are sold best. Such goods are classified as normal, that is, the demand for them is growing with increasing incomes of consumers. But the market does not consist only of goods of daily demand. Luxury goods, expensive cars, exclusive jewelry, designer items, like all other goods in the classic sense also refer to normal. But in fact, the choice of the buyer depends on many components.
American economist Harvey Leibenstein singled out three types of behavior of people when buying goods.
These three effects are crucial forThe market of luxury goods, where the usual for mass consumption techniques for marketing promotion do not work. If during the advertising campaign for a crazy product guided only by classical concepts, such as speculative demand, elasticity of demand, consumer expectations, you can come to deplorable results. The classical marketing model is designed to expand the target audience, which reduces the need to purchase the product as a dream subject.
Therefore, people who buy luxury goods byhis character, the desire to be the first in everything, cease to notice such a commodity. Even if its consumer properties, exclusivity and chic is immediately apparent. Thus, all efforts to promote are being nullified. This is because among potential buyers there are not those for whom the main thing in choosing a product is the effect of a snob or Veblen.
Consumer demand for luxury goods shouldA shade of certain elusiveness and difference from others. One of the options for promoting a high-end product is the principle of evangelism. It is based on the creation of special groups of people, for whom the possession of brands of a certain company is vital. The brand creates its own history, philosophy and principles. And here we are talking about luxury goods. As a result, goods are beginning to be acquired by those who are exposed to the Veblen effect, and those who always put their own individuality on the head (the effect of the snob).
Also important is the notion of prestigiousprices, that is, the price at which goods are allocated from the benefits of the same category. What matters here is the fact that, according to other people, the buyer pays for the goods much more than he actually costs. The question of prestige, unusualness and significance immediately grows in the eyes of those who try to stand out. Therefore, when creating brand products related to luxury goods, you need to consider all the requirements. After all, the success of the organization depends entirely on loyalty to each client.