What is luxury according to the middle class?

Posted by sophiamind on 08/07/2010 at 18:24

Category: News | Tags: , , , , ,

A survey carried out by APPM – Analysis, Research, Planning and Market – in April of 2010 with the goal of defining what luxury is according to the middle class revealed that the products which women belonging to this group crave the most are perfume and make-up.

The survey was carried out in São Paulo with 100 people of both sexes, with ages ranging between 20 and 50 years old. For those interviewed, luxury is doing what one wants and having access to what one desires, and the main symbols that characterize the high standards of living are imported cars, jewelry, clothes, perfumes, and trips abroad.

Women consider the consumption of expensive imported products, which are recognized all over the world, a luxury. Brands such as Lancôme (cosmetics), Mac (make-up) e Chanel (make-up and perfume), Giorgio Armani e Dolce & Gabbana (perfume) are the brands most desired by them.

The survey on Beauty Product Consumption carried out by Sophia Mind revealed that 79% of women use beauty products regularly and that make-up is among the products most used. This consumption varies according to age and social group.

In the categories concerning shoes and purses, women prefer quantity to brand display. Prada and Gucci were the brands that were mentioned the most, equally.

On a curious note, despite the fact that jewelry is seen as luxury items, it is not highly desired by middle class women.

Going on trips abroad and going to good restaurants were also noted as luxurious activities. As far as the category on trips abroad is concerned, the United States and Argentina are the most popular destinations (approximately 70% of the people interviewed visited these destinations in the last 12 months). For those interviewed, the restaurants and business of São Paulo are like those of the world’s major cities.

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