Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries

Sandor Czellar , Gilles Laurent (1) , Bernard Dubois

1 HEC Paris - Recherche - Hors Laboratoire

This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results to show that three attitude segments dominate in a Western cultural context. We discuss several directions for future research based on the findings.

Keywords: luxuries; international marketing research; latent-class segmentation; mixture models

Sandor Czellar, Gilles Laurent, Bernard Dubois. Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries. Marketing Letters, 2005, 16 (2), pp.115-128. ⟨10.1007/s11002-005-2172-0⟩. ⟨hal-00458399⟩