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2017 | OriginalPaper | Buchkapitel

3. The Aspirational Rich

verfasst von : Glyn Atwal, Douglas Bryson

Erschienen in: Luxury Brands in China and India

Verlag: Palgrave Macmillan UK

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Abstract

The objective of this chapter is to decode the ‘Aspirational Rich’ in China and India in order to understand which aspirations consumers might trade-off for more salient ones. The chapter provides a detailed profile of two broad consumer groups that are driven by either the aspiration to create or to recreate social boundaries. This, in turn, will also determine which tactics and strategies international luxury brands should consider in order to take advantage of a new and growing mass luxury market segment.

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Titel: The Aspirational Rich
verfasst von: Glyn Atwal
Douglas Bryson
Verlag: Palgrave Macmillan UK
Buch: Luxury Brands in China and India
Print ISBN: 978-1-137-54713-2

Electronic ISBN: 978-1-137-54715-6

Copyright-Jahr: 2017
DOI: https://doi.org/10.1057/978-1-137-54715-6_3

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