Question Bank

1. Write about luxury consumer segmentation?

2. What are 9ps of luxury marketing mix?
3. What is luxurification?
4. What is massification?
5. What is trading up?
6. What is snob effect and bandwagon effect?
7. Write about evolution of luxury?
8. Write about democratization of luxury?
9. Write about Han et al. (2010) consumer luxury segmentation?
10. What do you mean by excursionists?
11. What are components of luxury fashion segmentation?
12. What do you mean by commodity chic?
13. Define luxury?
14. What are key dimensions of luxury?
15. What do you understand by multi-dimensional concept of luxury?
16. What is accessible and inaccessible luxury?
17. What is the difference between mass and luxury brands?
18. What is the difference between new luxury consumers and old luxury consumers?
19. What are the various types of new luxury goods?
20. What is the country of origin of Chanel, LV, Dior, Gucci, Fendi, Ralph Lauren, Burberry, Cartier,
Tag Hueur, etc?
21. What do you understand by term ‘conspicuous consumption’?
22. What are diffusion brands? Give examples.
23. What are bridge brands? Give examples.
24. What are main factors affecting democratization of luxury?
25. How can brands extension be done without brand dilution?
26. How should luxury brands fight against counterfeiting?
27. Which are the world’s leading luxury companies?
28. What is the key difference between old luxury and new luxury?
29. What do you understand by the term susceptibility to normative influence?
30. What is the impact of culture on luxury goods consumption?
31. Discuss the anti-laws of luxury marketing?