Economic in sociological factors influencing buying behaviour of luxury consumers and consumers of counterfeits

Magistrska naloga preučuje dejavnike, predvsem ekonomske in sociološke, ki vplivajo na nakupno vedenje potrošnikov luksuza in ponaredkov luksuznih proizvodov, z namenom apliciranja ugotovitev na slovenske potrošnike torbic prestižnih blagovnih znamk. V prvem poglavju predstavim postkeynesijansko ekonomsko teorijo in več socioloških teorij s poudarkom na Thorstein Veblenu in razkazovalni potrošnji. V drugem poglavju predstavim prestiž in vse njegove definicije, odvisne od družbenega konteksta, ter se kasneje osredotočim na potrošnjo prestiža v času demokratizacije luksuza. V tretjem poglavju so bolj specifično predstavljene prestižne blagovne znamke, njihovo tržno komuniciranje s katerim gradijo svojo simbolično podobo in ključne matrike, ki jih bom kasneje uporabila v svoji empirični raziskavi. V četrtem poglavju se poglobim v ponaredke luksuznih izdelkov in razloge za potrošnjo le-teh, kot druge dimenzije luksuzne industrije. V petem poglavju se specifično osredotočim na torbice in sicer njihov zgodovinski razvoj, ter ikoničnost posameznih modelov skozi leta, nakar govorim o prestižnih blagovnih znamkah torbic in njihovi vrednosti danes. V šestem poglavju predstavim empirično metodo poglobljenega intervjuja, nato pa vseh pet intervjujev analiziram in primerjam percepcije luksuza in ponaredkov slovenskih potrošnikov z namenom uvrstitve le-teh v obstoječe teorije o nakupnih dejavnikih luksuznih izdelkov in njihovih ponaredkov. V sklepu ugotavljam, da je slovenske potrošnike luksuznih torbic mogoče uvrstiti v matrike avtorjev Vigneron in Johnson ter Han, Nunes in Dreze, kar pomeni, da je obravnavane teorije o potrošnji luksuznih izdelkov in ponaredkov mogoče aplicirati na sodobne slovenske potrošnike.In my master thesis I study factors, mainly economic and sociological, that influence buying behaviour and perceptions of luxury consumers and consumers of counterfeits, with intention of applying these theories to a small sample of Slovenian luxury bags consumers. In the first chapter I present economic and sociological theories, with emphasis on Thorstein Veblen and his conspicuous consumption theory. In the second chapter I present definitions of prestige, which differ based on cultural context and prestige consumption in the era of democratization of luxury. Third chapter is luxury brand oriented, where I talk about main characteristics of luxury brands and reasons for consuming them. Fourth chapter is about counterfeits, what they are and what are people’s reasons for buying them. In the fifth chapter I concentrate on the bags, their historic development, iconic models and luxury brands of bags today. In the sixth chapter I present my research method of in-depth interviews and analyse perception of luxury and counterfeits of each interviewee. In the seventh chapter I conclude that we can apply theories of Vigneron and Johnson and Han, Nunes and Dreze to Slovenian luxury and counterfeit consumers, which means the buying behaviour theories are applicable to a modern Slovenian luxury consumer in his buying motivations