Representaciones sociales asociadas al consumo de marcas de lujo en hombres con edades entre 25 y 35 años de los niveles socioeconómicos 3, 4 y 5 de la ciudad de Bogotá.

Abstract

Current way in the world to consume, is characterized by the use of symbols and social representations that influence the construction of identity of individuals and their social and consumer behavior. Social representations with conspicuous consumption, allow consumers to generate an identity and cover personal spaces that want to develop. The research takes place in a group of men, in order to meet the representations created and the influence of these on the consumption of luxury brands. The research has as main objective to identify, understand and describe the social representations created around the market and consumption luxury products from the perspective of men. The study tries to understand the main meanings and motivations of people to buy luxury brands. The results found in this research were able to show social representations from the concept of luxury and luxury own brands. Based on the findings of behavior and consumption habits of the participants, feelings and motivations associated with luxury consumption was identified.