Features of the Perception of New and Traditional Luxury in Russia

Student: Kochkina Mariia

Supervisor: Oleg N. Kashirskikh

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2017

There are other demographic and social indicators in Russia than in the developed countries. It can cause special trends according luxury goods in the perception of Russian consumers and the general public. The purpose of the study is to determine the level of the perception of the prestige of brands of new and traditional luxury by the Russian audience, as well as to identify variables that affect their perception. Methods of factor and correlation analysis were used for the analyzing of the perception of brand prestige in Russia, empirical data were collected by the online survey method, the sample was 155 people. It was found that Russian consumers are more sensitive to perceiving the prestige of brands of new and traditional luxury, and that such factors as the gender, age and income level of respondents do not influence the perception of prestige of luxury brands.

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