Luxury purchases by working class, middle aged males in regional Western Australia
Promaco Conventions Pty Ltd
Place of Publication
Sydney, New South Wales
School of Marketing, Tourism and Leisure
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.