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Razumevanje luksuza in to, kaj luksuz posamezniku predstavlja, je poleg preostalih dejavnikov tudi močno odvisno od njegovega okolja in geografske zamejitve. To dela luksuz težko merljiv in luksuzne produkte relativne, odvisne od trga in potrošnika. Slovenski trg zaradi svoje majhnosti in nasičenosti ne dopušča veliko možnosti razvoja luksuznega segmenta, prav zato pa je za raziskavo še toliko bolj zanimiv. Namen naše raziskave je ugotoviti, katere blagovne znamke (tako globalne, kot lokalne) Slovenci razumejo kot luksuzne ali jih slovenski potrošniki sploh poznajo in pokazati, da slovenski potrošniki bolje poznajo globalne luksuzne blagovne znamke kot lokalne. Na podlagi pregleda literature smo oblikovali anketni vprašalnik. Podatke smo zbrali prek spleta in jih analizirali s statističnimi orodji. Prišli smo do zaključka, da slovenski potrošniki bolje poznajo globalne kot lokalne luksuzne blagovne znamke. To drži v relaciji do tega, da slovenski potrošniki niso zares seznanjeni s tem, kaj pomeni, da je nek produkt luksuzen in da dojemanje luksuza in luksuznih dobrin variira med posamezniki, kar smo dokazali z empirično raziskavo na slovenskih potrošnikih. Naša raziskava odkriva priložnosti za nadaljnje raziskovanje in prispeva k razumevanju, kako luksuz dojemajo slovenski potrošniki, kako proizvajalci, koliko poznajo slovenske luksuzne blagovne znamke v primerjavi z globalnimi in v kolikšni meri na to poznavanje vpliva finančno stanje potrošnika. Understanding luxury and what luxury represents to an individual, in addition to other factors, also strongly depends on his environment and geographical location. This makes luxury difficult to measure and luxury products relative, depending on the market and on the consumer. Due to its small size and saturation, the Slovenian market does not allow many opportunities for the development of the luxury segment, which is why it is all the more interesting for research. The purpose of our research is to determine which brands (both global and local) Slovenians understand as luxury whether Slovenian consumers know them at all and show that Slovenian consumers know global luxury brands better than local ones. Based on the literature review, we designed a survey questionnaire. Data was collected online and analyzed with statistical tools. We concluded that Slovenian consumers are better acquainted with global than local luxury brands. This is true in relation to the fact that Slovenian consumers are not familiar with what it means that a product is luxurious and that the perception of luxury and luxury goods varies among individuals, which we proved with empirical research on Slovenian consumers. Our research reveals many opportunities for further luxury studies and contributes to understanding how luxury is perceived by Slovenian consumers and manufacturers, how much they know Slovenian luxury brands compared to the global ones and to what extent is this knowledge influenced by the financial situation of the consumer. |
