A Study of Luxury Handbag Aspirational ConsumersSONYA YVETTE JENNINGSFONTBONNE UNIVERSITYMASTER OF MANAGEMENT GRADUATE STUDENTMAY 2015

Characteristics of the Aspirational Consumers

53% FEMALE and 47% MALE AVERAGE AGE 40 TYPICALLY HAVE A COLLEGE EDUCATION OR HIGHER HOUSEHOLD INCOME OF $90,000 to $300,000 AFFLUENT, BUT NOT RICH UNITE STYLE, SOCIAL STATUS AND SUSTAINABILITY VALUES

Factors That Affect The Buying Decision

CONSUMER BEHAVIOR

CUSTOMER SERVICE

SUSTAINABILITY

RESALE VALUE SOCIAL MEDIA