Title

Luxury purchases by working class, middle aged males in regional Western Australia

Document Type

Conference Proceeding

Publisher

Promaco Conventions Pty Ltd

Place of Publication

Sydney, New South Wales

School

School of Marketing, Tourism and Leisure

RAS ID

6157

Comments

Orr, B.J., Mizerski, K., Collins, N.S., Murphy, J. (2008). Luxury Purchases By Working Class, Middle Aged Males In Regional Western Australia. In the Proceedings of the Australian and New Zealand Marketing Academy Conference 2008 - Marketing: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia: Olympic Park.

Abstract

Studies of luxury purchases usually focus on high-end products targeting professionals. Thanks to an economic boom, working class men in mineral-rich regional Australia also have the financial wherewithal to purchase luxury items. This paper uses qualitative, convergent interviews to explore custom-crafted motorcycle purchases by skilled and semi-skilled workers in rural and remote Western Australia. The results suggest that key factors contributing to these luxury purchases are high income, relationship breakdowns, and the onset of middle age.

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