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Homogeneity in Luxury Fashion Consumption: an Exploration of Arab Women

Marciniak, R. and Gad Mohsen, Marwa (2014) Homogeneity in Luxury Fashion Consumption: an Exploration of Arab Women. Conference Proceedings: The Business & Management Review - International Conference on the Restructuring of the Global Economy (ROGE), 5 (1). pp. 32-41. ISSN Print: 2047-2854 Online: 2047-2862

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Abstract

Consumer perceptions and consumer motivations are complex and whilst it is acknowledged within literature that heterogeneity exists, homogenous models dominate consumer behaviour research. The primary purpose of this paper is to explore the extent to which Arab women are a homogeneous group of consumers in regard to perceptions and motivations to consume luxury fashion goods. In particular, the paper seeks to present a critical review of luxury consumption frameworks. As part of the research design, Vigneron and Johnson’s (1999) prestige seeking behaviour framework was selected as a means for empirical investigation. The study’s findings suggest that distinct value perceptions of luxury fashion among Arab females are evident, that is, this group of consumers are homogeneous in terms of prestige seeking behaviour. Homogeneity can be explained by the existence of interpersonal motives for luxury consumption. The findings of the study highlight that Arab women, many of whom wear the abaya ‘cloak’ when in public, seek to pursue mutual socially conforming consumption behaviours through luxury fashion. The study has both academic and practitioner implications. Firstly, the study contributes to fulfilling a gap in consumer behaviour literature, that being, an understanding of female consumption behaviour regarding luxury goods in the Arab world. Secondly, in terms of practitioner implications, the findings support retail marketing decisions in regard to profiling distinct consumer groups of Arab females, which luxury marketers can target with discrete marketing communications.

Item Type: Article
Additional Information:

Conference Proceedings: The Business & Management Review - International Conference on the Restructuring of the Global Economy (ROGE)in June 2014 Cambridge, UK.

Uncontrolled Keywords: luxury fashion, value perceptions, motivations, Arab women
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Departments > Worcester Business School
Related URLs:
Copyright Info: Open Access
Depositing User: Marwa Gad Mohsen
Date Deposited: 27 Nov 2015 15:27
Last Modified: 27 Nov 2015 15:27
URI: https://eprints.worc.ac.uk/id/eprint/4058

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