Is a marketing model proposed by Han, Nunes & Dreze (2010) used to define customer segmentation in the purchase of luxury goods. Which one are you?
The model is based around how consumer can be profiled for luxury purchases. After breaking down different demographics and motivations we are left with 4 clear consumer bases: Patricians, Parvenus, Poseurs and Proletarians/
Interestingly, they found, luxury purchases is not just a matter of money. In fact, for the Patricians and the Poseurs their purchase choices are independent from the kind of money they either have or don’t have.
POSEURS: The Rap Star Loser (Low Wealth/Lust Status)
For the Poseur it’s the aspiration that drives their purchases, even if they don’t have the money – they want be seen and mimic the Parvenus. We can ascertain that they would like to buy monogram products and possibly counterfeits, they want to give the perception they are wealthy. They want to belong in the hip set and try hard to show they are wealthy with heavy signalling.
The Patricians: The Warren Buffet (High Wealth/Don't Lust Status)
Once again, independent of money – they have money but don’t care about heavy signalling. They use quiet signals. No fake gold chains and rented Lamborghini’s. Their status manifestation is much more discrete, which makes it more complex to target as marketers – they try to be much more individualistic when it comes to purchases.
They are usually highly evolved consumers who have already passed the “designer label” purchase standard and instead shop at boutiques and niche outlets.
As these consumers evolve they want to make a statement of their own tastes, as opposed to the Parvenu who is loud about and proud about their purchase choices.
Parvenu’s: The Trump (High Wealth/Lust Status)
Think golden staircases, marble floors and Louis Vuitton suitcase. They use heavy signaling, and associate themselves with only the hipset and the other haves, they want to disassociate themselves from the have-nots.
It’s not that they cannot afford quieter goods, it’s that they consume for the sake of status. They want to be observed as having financial means and want to around people with similar inclinations.
The Proletarians:Normal Person (Low Wealth/ Don't Lust Status)
They are not affluent nor status conscious (unlike the Poseurs). They are not driven to consumptionfor the sake of status and will not concern themselves with status goods. They will not disassociate themselves with the hipset, but will try to avoid luxury good purchases altogether.
In order to meet the differing segments in the market – the Poseurs, the Parvenu’s AND the Patricians designer labels will release products that appeal to different people. Interestingly, the low key pieces tend to be more expensive when compared to the "louder" pieces. This is certainly in tune with targeting Poseurs & Parvenu's VS Patricians.
www.theyoungmarketeers.com
http://classic.marshall.usc.edu/assets/125/21653.pdf
