Wpływ designu na decyzje zakupowe konsumentów dóbr luksusowych
Journal Title: Zarządzanie i Finanse - Year 2014, Vol 12, Issue 2
Abstract
W dzisiejszych czasach design produktów luksusowych jest znaczącym elementem strategii produktowej. To także uznany czynnik innowacji. Jego rola stale się umacnia na rynku dóbr luksusowych, ze względu na wciąż rosnące zainteresowanie tymi dobrami. Warte podkreślenia jest także to, że nawet kryzys gospodarczy na świecie nie wpłynął znacząco na kondycję tego rynku. Celem artykułu jest zaprezentowanie rynku dóbr luksusowych, analiza charakteru tych dóbr oraz sposobów ich postrzegania przez współczesnych konsumentów. Wskazano także na rosnące znaczenie designu produktu jako czynnika determinującego decyzje konsumentów.
Authors and Affiliations
Wioleta Dryl, Anna Dziadkiewicz
Keywords
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