MATERIALISM IN THE CONTEXT OF LUXURY CONSUMERS

In this article, the established objective is to identify the relationship between sociodemographic variables and materialism of the construct in the context of luxury consumer segment. To measure materialism used the theoretical model Richins (2004), tested and adapted nationally by Ponchio and Spider (2007). Through a quantitative survey of 320 consumers in Sao Paulo, we tested the relationship between the variables revealing results were compared to previous studies on the difference between the sociodemographic contexts. In conclusion, it can be seen that the luxury segment responds differently to the previous study. And unlike materialism identified himself only for the age group of 18 and 29, in relation to the other. The variables gender and financial income showed no distinction between established categories.