Vpliv epidemije covid-19 na potrošnjo luksuznih izdelkov : diplomsko delo

Nadižar, Nastja Tia (avtor), Burger, Anže (mentor)

Koncept luksuza ima svoje korenine daleč v preteklosti in je že od nekdaj povezan z nečim, kar presega nujne, osnovne potrebe. Da lahko govorimo o luksuzu, moramo najprej opredeliti pojem, kaj luksuz pravzaprav je, in le-ta je lahko razumljen na več načinov. Luksuz poleg svoje funkcionalne vrednosti potrošniku nudi tudi širši nabor ugodnosti, kar mu daje dodatno vrednost. Potrošnja luksuznih dobrin je v zadnjem desetletju postala dinamična in rastoča – tako v obsegu kot tudi v ponudbi in vplivu na potrošnike. Ukrepi, namenjeni zajezitvi virusa covid-19, so imeli vpliv na nakupne navade potrošnikov. Potrošnjo luksuznih dobrin namreč pogosto povezujemo z dobrim počutjem ter visokimi in stabilnimi prihodki. V diplomskem delu sem se želela osredotočiti na to, kako posledice epidemije covid-19 vplivajo na luksuzno potrošnjo in na vrednotenje luksuznih dobrin. Na to vprašanje sem poskušala odgovoriti s pomočjo analize primarnih in sekundarnih virov, v empiričnem delu sem si pomagala še z metodo anketnega vprašalnika. Ugotovitve kažejo na to, da je epidemija covid-19 na trg luksuznih dobrin vplivala tako negativno kot tudi pozitivno. Velik delež anketirancev je potrdil, da so pred epidemijo več denarja namenili nakupu luksuznih dobrin, prišlo je tudi do sprememb v strukturi luksuzne potrošnje. Po drugi strani je prišlo tudi do naraščajoče priljubljenosti spletnega nakupovanja luksuznih dobrin in do spodbude blagovnim znamkam, naj sprejmejo nove paradigme ustvarjanja vrednosti in se tako prilagodijo novonastali situaciji.

• Jezik: Slovenski jezik
• Ključne besede: Luksuz, covid-19, epidemija, nakupno vedenje, blagovna znamka.
• Vrsta gradiva: Diplomsko delo/naloga
• Tipologija: 2.11 - Diplomsko delo
• Organizacija: FDV - Fakulteta za družbene vede
• Kraj izida: Ljubljana
• Založnik: [N. T. Nadižar]
• Leto izida: 2022
• Št. strani: 65 str.
• PID: 20.500.12556/RUL-141107
• UDK: 366(043.2)
• COBISS.SI-ID: 123269891
• Datum objave v RUL: 23.09.2022

NADIŽAR, Nastja Tia, 2022, Vpliv epidemije covid-19 na potrošnjo luksuznih izdelkov : diplomsko delo [na spletu]. Diplomsko delo. Ljubljana : N. T. Nadižar. [Dostopano 19 maj 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=141107

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The impact of the covid-19 epidemic on the consumption of luxury goods

Izvleček

The concept of luxury has its roots in the past and has always been associated with something that goes beyond basic necessities. But to talk about luxury, we first need to define what luxury actually is, which can be understood in several different ways. In addition to its functional value, luxury also offers a wider range of benefits that add value to the consumer. Luxury goods consumption has become dynamic and growing over the last decade - both in volume, supply and impact on consumers. However, measures to contain the covid-19 virus have had an impact on consumer purchasing habits. Consumption of luxury goods is often associated with well-being, high and stable incomes. In my thesis, I wanted to focus on how the consequences of the covid-19 epidemic affect luxury consumption and the valuation of luxury goods. I tried to answer this question by analysing primary and secondary sources, and in the empirical part of the thesis I used the questionnaire method. The findings suggest that the covid-19 epidemic has had both negative and positive effects on the luxury goods market. A large proportion of respondents confirmed that they spent more money on luxury goods before the epidemic, and there are also changes in the structure of luxury consumption itself. On the other hand, there is also the growing popularity of online shopping for luxury goods and the incentive for brands to adopt new paradigms of value creation to adapt to the new situation.

• Ključne besede: Luxury, covid-19, an epidemic, consumer behaviour, brand.