Russian consumer profile for the global luxury interior market

Abstract

The goal of the current research is to create the Russian consumer profile for the global luxury interior market and to develop the set of recommendations for the luxury kitchen brands to communicate with consumers in a cost-effective manner. Research revealed two segments of the Russian luxury kitchen consumers. Key factors that affect the purchase decision in each segment have been identified. Research indicates that for the luxury kitchen brands to succeed on the Russian market communication strategies with different values and meanings should be developed, so that both socially oriented and personally oriented consumers are taken care of. Moreover, luxury kitchen brand managers should create a more valued and clear image of luxury brands that would highlight their competitive positions and differentiate from non-luxury ones, because now this boundary in the minds of the consumers is rather blurred.