Young consumers are slowly developing a very positive approach towards luxury goods. Increasing their spending considerably more on luxury products, these shoppers are developing one of the fastest growing consumption market regarding luxury branded items (Halpert, 2012). This report is based on the case study by Danielle Alleres, “The behaviour of the young towards luxury products”. Moreover, the case study evaluates and includes research and survey results taken in 1989 among French students, on whether young people have a sense for luxury or how the behaviour of youngsters manifest towards these lavish brands.  Three main questions have been highly addressed in this specific case study which are: Do young people have purchasing aspirations on owning and using superior goods? Are they spontaneously aware of the world of famous brands?Are youngsters sensitive to social influences? Firstly, this report includes key definitions of important factors that highly identify elements based on consumer behaviour and luxury products. Moreover, the self concept theory has been described and linked to case study with relevant criticism, following by the social psychology theory and the tri component attitude model. Lastly, the conclusion that summarises the main points and recommendations have been stated. 1.1 Definition of luxury product In addition, different authors have different interpretations and definitions when it comes to luxury brands. Atwal and Williams believe that, luxury products or brands need to relate to certain attributes and elements, such as heritage and genuineness, high quality, top price and extreme performance (Atwal and Williams, 2017). Heine states that, luxury goods consist of key aspects such as, aesthetics, rarity and specialty (Heine, 2010). While Kapferer says that, luxury consumption is a form of innovation and culture, also a very high quality of craftsmanship, with symbols and glamour that shows indiscretion of very high prices (Kapferer 2012). 1.2 Definition of consumer behaviourConsumer behaviour is described as the behaviour that consumers convey while searching for purchasing then using, evaluating and disposing the services and products that they expect to fully satisfy their expectations and needs. Consumer behaviour focuses on how consumers spend their time, money, effort on consumption related items and how they make different types of decisions in order to obtain their destined products (Schiffman, O’Cass, Paladino, and Carlson,2013

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