A phenomenological study of the themes of women's consumption behavior in buying luxury goods

Today, marketing of luxury goods has become one of the most popular areas of marketing, and considering that women are the biggest customers of luxury goods. The purpose of this study is to understand the themes of women's consumption behavior of luxury goods. The research was conducted using interpretive phenomenology strategy. In order to find out the reasons behind the consumption of luxury goods by women, 13 female participants in Mashhad who had experienced the phenomenon of buying and consuming luxury goods were selected by purposive sampling. Based on the data obtained from in-depth and semi-structured interviews, three main themes of "individual motivation", "social motivation" and "product-related motivations" were extracted as motivations for buying luxury goods. The findings from the interviews indicated that the sub-theme "showing off" and the sub-theme "functional aspect of luxury products" have a more effective role in the consumption of luxury goods.