СПОЖИВЧІ МОТИВАЦІЇ НА РИНКУ LUXURY ГОДИННИКІВ УКРАЇНИ ТА ІТАЛІЇ: ДОПАНДЕМІЙНІ І ДОВОЄННІ ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВИ
DOI:
https://doi.org/10.17721/1728-2667.2023/222-1/9Ключові слова:
ринок luxury годинників, споживча мотивація, Україна, Італія, пандемія COVID-19, війнаАнотація
Досліджено споживчі мотивації на українському та італійському сегментах глобального ринку luxury годинників у допандемійний та довоєнний періоди та перспективи їхнього розвитку після перемоги. Методом експертного інтерв'ю виявлено, що ринки Італії та України демонструють схожі мотивації та купівельну поведінку. Основними мотивами для купівлі предметів розкоші є бажання проде- монструвати свій статус, прагнення бути в тренді та особисті преференції. При цьому українські споживачі тяжіють до більшої демонстративної поведінки, ніж італійські. Карти сприйняття виявили, що найкращий імідж мають бренди Patek Philippe та Audemars. За ними йде Rolex, що є найбільш популярним брендом luxury годинників у Італії. Пандемія COVID-19 позитивно вплинула на розвиток ринку через незадоволений попит, що викликав стрімке зростання обсягів продажу та цін на luxury годинники. Аналіз показав, що війна росії проти України негативно позначилась на ринках обох країн, зруйнувавши попит в Україні. Однак стабільна мотивація споживачів та усталені купівельні паттерни дають змогу прогнозувати швидке відновлення попиту на luxury годинники у післявоєнний період.
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