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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
372  Chapter 11
yacht holiday with a single companion. Historically, luxury was Mumbai Chaupati, Haldiram
in Kolkata, and the beaches in Chennai. This was because these places used to be premium and
prestigious, but today, it is accessible to everyone. Luxury now is defined and expressed by dig-
ital natives. These consumers have provided the definition of luxury based on their lifestyle and
aspirations and not from the historical stereotypes. This means that as these consumers evolve
and change their lifestyle and aspirations, the orientation of luxury also changes. These changes
are significantly dynamic, especially for the digital natives as their rate of change in terms of
lifestyle and aspiration changes rapidly. This quick change is due to ...
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Publisher Resources

ISBN: 9789353941468