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- 1. Discount Effect on Consumer Perception in Luxury Market
Fergan Kitapl Master Thesis Defense
- 2. Agenda 1. Introduction - Research Question 2. Current
situation - New Luxury 3. Examples - Implications 4. Results -
Managerial Implications & Theoretical Contribution
- 3. Research Question Does discount create negative effect on
consumer perception in luxury market?
- 4. Old Luxury Over expensive Traditional Rare Inaccessible
Opulence Upper class New Luxury Upper premium Contemporary
Prevalent Accessible Status Middle class
- 5. Current Situation Democratization of Luxury Luxurification
of Society Shift to Emerging Market Different Customer Expectations
Fight with Counterfeit Market
- 6. Discount Implications Scenario 1 Scenario 2 Real Estate
Istanbul Sapphire Residence 8M $ penthouse vs. 800K $ studio Same
service & Different satisfaction Luxury Fashion Gucci 5K $
beginning of the season vs. 2,5K $ end of the season Same product
& Different usage time
- 7. Discount Implications Scenario 3 Automotive industry Ferrari
Difference of pleasures Million dollar car vs. hundred dollar
keychain Same brand & Different products
- 8. Results Entry-level Product Brand / Line Extension New Brand
Outlet Store Pop-up Store Online Flash Selling Customized
Discount
- 9. Discount can be applied to Luxury; The Conceptual Model