Acceso usuarios
Sangeeta Devanathan
Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context.
Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ).
Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks.
Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market.
Originality Value: The paper synthesizes and integrates existing luxury literature, secondary data on Indian luxury markets and classical segmentation theory to add value to analysing luxury segments in the unique cultural context of India
