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SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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Bachelor Thesis - Christopher Delfin - 2021.pdf
Bachelor thesis

Understanding what factors influence generation z from a low-socioeconomic status in Geneva to engage in conspicuous consumption

  • Genève : Haute école de gestion de Genève

90 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English The main subject that this research paper will focus on is the findings of several factors that influence the generation Z with a low-income situation, to purchase luxury products. This thesis will also attempt to comprehend the causes behind this specific demographic's luxury purchasing despite budgetary constraints. This paper will demonstrate and explain the results of new data, based on a quantitative approach. The general research question that this thesis is seeking to address is “What are the drivers that influence the generation Z with low income in Geneva to buy luxury products ? And what are the reasons behind this behavior? The behavior aforementioned is about the term conspicuous consumption. The definition of the word conspicuous consumption according to the Cambridge dictionary is : “The situation in which people spend a lot of money intentionally so that other people notice and admire them for their wealth” (Cambridge Dictionary, 2021). This research study will investigate the correlation between Generation Z and conspicuous consumption. Accordingly, a section of this thesis is dedicated to gathering secondary data in order to present the existing studies. In addition, the survey conducted in this study will serve as the new primary data in order to answer the research question mentioned above. Finally, by analyzing and comparing the findings of the literature review and the results of the primary data, it was possible to fill in the gaps highlighted by the collection of secondary data. As a result, by providing a thorough understanding of the relationship between Generation Z with a low income and their luxury consumption, recommendations are given based on all data acquired during the research. The suggestions aim to provide several useful insights for luxury brands when it comes to these young consumers.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/319712
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