Expensive Luxury Gadget

Defining luxury
The concept luxury has been present in various forms since the beginning civilization. Its role was just as important in ancient western and eastern empires as it is in modern societies. With the clear differences between social classes in earlier civilizations, the consumption luxury was limited to the elite classes. It also meant the definition luxury was fairly clear. Whatever the poor cannot have and the elite can was identified as luxury. With increasing ‘democratization’, several new product categories were created within the luxury market which were aptly called – accessible luxury or mass luxury. This kind luxury specifically targeted the middle class (or what is sometimes termed as aspiring class). As luxury penetrated into the masses, defining luxury has become ever so difficult.
In contemporary marketing usage, Pr. Bernard Dubois defines ‘luxury’ as a specific (i.e. higher-priced) tier fer in almost any product or service category. However, despite the substantial body knowledge accumulated during the past decades, researchers still haven’t arrived on a common definition luxury. Many other attempts have been made to define luxury using the price-quality dimension stating higher priced products in any category is luxury. Similarly, researchers have used the uniqueness aspects luxury too. Pr. Jean-Noel Kapferer, takes an experiential approach and defines luxury as items which provide extra pleasure by flattering all senses at once. Several other researchers, focus on exclusivity dimension and argue that luxury evokes a sense belonging to a certain elite group.