CUED Publications database

Understanding luxury in the premium automotive industry

Law, B and Evans, S (2007) Understanding luxury in the premium automotive industry. Proceedings of the 2007 Conference on Designing Pleasurable Products and Interfaces, DPPI'07. pp. 168-179.

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Abstract

This paper summarises the findings of investigations to date in understanding what luxury and premiumness mean to the high-end automotive consumer. Existing writings on luxury and premiumness are considered. An exploratory study was carried out in two countries using 309 respondents and 18 prestige cars. A "stream of consciousness" approach was used to capture respondent's views on a selection of vehicles. The codified transcripts were used to identify key differences between the top and bottom rated vehicles, in terms of the nature and quantity of emotional responses elicited. This paper describes some of these key product differences that were self-reported to impact upon a luxury response. Finally, suggestions are made as to the next steps required for this research. © 2007 ACM.

Item Type: Article
Uncontrolled Keywords: automotive customer luxury product development
Subjects: UNSPECIFIED
Divisions: Div E > Production Processes
Depositing User: Cron Job
Date Deposited: 07 Mar 2014 12:14
Last Modified: 28 Nov 2014 19:06
DOI: 10.1145/1314161.1314176