Globalism and Global Purchasing Patterns: Luxury Car Processing Perspectives

1152 WordsFeb 5, 20185 Pages
The rise of globalism and global purchasing patterns has had a dramatic effect on certain types of goods and services. The Internet, Social Networks, complex algorithms from Amazon.com, etc. all change patterns of systems, and thus purchasing behaviors). This is particularly true when looking at luxury goods during a downward sloping economy. Luxury goods, unlike the necessities of life, are quite price/demand sensitive. However, luxury brands often focus on the idea of longevity, quality and investment as opposed to use (Danzinger, 2005). If we model, for instance, the luxury car market, we find different ways of defining the information processing perspective versus the experiential perspective. A luxury vehicle is more of a marketing term, implying that the vehicle in question has pleasant or desirable features that are beyond necessity. This is a sliding scale, though, particularly with automakers. A decade ago, only luxury vehicles had items like dual climate control, rain-sensing wipers, surround sound, navigation, etc. Now, due to the half-life of technology, many entry level vehicles have the same options. The term, though, suggests that the vehicle has higher quality equipment, more precise construction, greater comfort, top of the line technology, and features that create a brand status, or prestige. It may also be a stylish item that conveys a message to all those who see someone driving "I have arrived," or "I am so successful I can afford to drive X vehicle."

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