. 1 Definition of luxury
Definition of term luxury – definition of the concept from several sources
1.2 Generational theory
Definition of the generational theory from several sources
1.3 Generation X
Who they are – what type of consumers they are (their relationship with media, brand loyalty)
1.4 Generation X and Generation Y as a key market for luxury
Cite several sources
1.5 Luxury value perceptions
Cite several sources;
Review on existing literature by Wiedmann, Hennigs and Siebels (2007)
+ add the conceptual model from Wiedmann, Hennigs and Siebe (2007)
1.5.1 The financial dimension of luxury value
- Price value
1.5.2 Functional dimension of luxury value
- Usability value
- Quality value
- Uniqueness value
1.5.3 The individual dimension of luxury value
- Self-identity value
- Hedonic value
- Materialistic value
1.5.4 The social dimension of luxury value
- Conspicuousness value
- Prestige value
1.6 Generational marketing
Definition of generational marketing – benefit of segmenting by generation for marketers. Cite several sources
1.7 Outcome of the literature review