The most well-off families in the vast Most are in the consumption of pleasure, and virtually no respecter of status component purchases. 'Pseudo', by contrast, tend to buy frilly, flashy brand, paying much less attention to the hedonic assets of things. Thus, we distinguish two motivational group, conditional on consumption in the luxury market: hedonic and social. Any reasons for discretionary purchases have their roots in these motivational systems. If this has piqued your curiosity, check out Ron O’Hanley. About What do brands? Discretionary service needs – a huge business. The fact that we are called luxury, a 'gentleman's collection of expensive toys "- just the tip of the iceberg unnecessary spending. In fact, 'the market Optional items for fun 'can penetrate almost any other sphere.

At that moment, when all the attributes of the required functionality of a product are exhausted, the manufacturer offers further, no such necessary functions are gradually shifting from a product category appropriate to the class of luxury. After a certain milestone, the perceived market extras, too exhausted, and the main gun seller is a brand with a real or fictional legacy, a legend, a character. In fact, today almost no discretionary markets in which the functional content of the goods would be essential value. Imagine a modern cell phone without a camera? It's almost a guaranteed failure, despite the fact that the camera – it's not something that necessarily has to be on the phone. Legend brand – it is pertinent response to one or the other type of motivation, the driving need for the buyer.