The influence of proletarian drift on a willingness to buy luxury brand goods

Abstract

The purpose of this study is to identify the influence of the proletarian drift on the willingness to buy luxury brand goods. The research part is done in a form of the experiment with 3 independent groups and 91 respondents. The tested group consists of the representatives of the Generation Y in Russia. The experiment design originates from the literature review based on models and frameworks of the factors which were tested already. The result of the study is the statistically proved effect of the proletarian drift on the readiness to buy luxury brand goods among the Generation Y representatives in Russia and the elimination of other possible factors procedure. The result of the work could benefit the decision-making process for the brand managers while the analysis of the market.