The pursuit of ostentation through forgery: research with high and low income consumers

Authors

  • Vitor Koki da Costa Nogami Universidade de São Paulo (FEA-USP) Doutorando em Administração Grupo Interdisciplinar de Pesquisas e Estudos em Marketing (GIPEM) Pesquisador
  • Juliana Gatti Garbim Universidade Estadual de Maringá

DOI:

https://doi.org/10.18316/1663

Keywords:

Forgery, Luxury, High Income, Low Income

Abstract

The purpose of the article is to identify the determinants of buying counterfeit luxury handbags for high and low income consumers. The theoretical foundation is supported in: luxury market and of forgery and of high and low income consumers. Individual interviews were held and in group, all analyzed by content analysis. Both groups aim to fashion and the combination with the clothes as main factors of purchase. High-income consumers highlight specific events while the low income ones highlight the payment terms.

Author Biography

Vitor Koki da Costa Nogami, Universidade de São Paulo (FEA-USP) Doutorando em Administração Grupo Interdisciplinar de Pesquisas e Estudos em Marketing (GIPEM) Pesquisador

Possui graduação em Administração pela Universidade Estadual de Maringá (UEM), Pós-graduação em Administração de Marketing e Propaganda pela Universidade Estadual de Londrina (UEL), Mestrado em Administração pela Universidade Estadual de Maringá (UEM) e Doutorado em andamento pela USP (FEA-USP) É pesquisador do Grupo Interdisciplinar de Pesquisas e Estudos em Marketing (GIPEM). Atua nas áreas de Marketing, Cultura e Consumo, Inovação, Empreendedorismo, Comportamento do Consumidor e Baixa Renda.

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Published

2014-12-17

Issue

No. 27 (2014)

Section

Articles

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