Keyrouz, Cherine
(Notre Dame University-Louaize, 2019)
Since the last decade of the 20th century, the market of luxury goods has witnessed a steady growth globally. The brands’ owners are giving greater attention to the phenomenon of luxury consumption. This thesis presents an insight into the determinants of the consumers’ behavior and their purchasing targets and needs towards luxury fashion brands and products, such as Christian Dior, Chanel, Hermes, Yves Saint Laurent, Gucci, Versace, among others, and their relative importance. There are several studies that have tested the consumers’ purchasing behavior, while only few studies surveyed and ...