Premium brand gifting

Shifra Steinberg and Caroline Vogt

Caroline Vogt and Shifra Steinberg describe a research project undertaken by Times Newspapers and Red Media to help understand consumers who purchase premium brands – who they are, what motivates them to purchase, and the satisfactions they realise from buying these brands.

Premium brand gifting

Caroline VogtNews International andShifra SteinbergRed Media

 

With Christmas looming, many people will be desperately searching for the ideal gift for their loved one, their son or daughter, their parents or friends. Many will have been given strict orders on what to purchase, others will be struggling with the plethora of brands and products from a vast array of shops. They know they want to find something special jewellery or fragrance, perhaps, but which brand do they choose?

The gifting population is a difficult audience to understand some are already conditioned...

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