An exploratory study of the deepest values underlying the purchase of a property in a master-planned luxury branded estate in southeast Queensland

An exploratory study of the deepest values underlying the purchase of a property in a master-planned luxury branded estate in southeast Queensland

This small-scale qualitative study, in the decision-making area of consumer behaviour in luxury brand marketing, was aimed at exploring what, at the deepest level, was behind purchasing in a master-planned luxury branded estate in South-East Queensland. An interpretive paradigm underpinned the study and a model for a group of actual purchasers was contextualised as the study unfolded. The study was inspired by witnessing frequent misunderstandings between purchasers and developers of luxury branded real estate. Purchasers are significant to master-planned luxury branded estates, an emerging segment in Australia since the late 2000s, with a call to pay more attention to the deeper, intangible dimensions that underlie purchasing decisions. To achieve this, the study involved three sequential inquiring sections. First, three systematic literature reviews identified six key concepts, five relevant attributes, with no studies on personal values relevant to luxury branded estates. Second, from a world café focus group with actual purchasers, and triangulation with the literature, five most salient attributes, quality, setting, layout and design, special features and people were identified. Third, using a means-end chain approach four dominant end-values, self-fulfilment, fun and enjoyment, sense of accomplishment and security, were identified as being behind the salient attributes. They were linked through consequences in five prominent dominant value orientation pathways, the ‘reassurance’, ‘healthy life’, ‘just for me’, ‘family and friends’, and ‘people protection’ value orientation pathways. From the application of the findings, five purchasers typical of the group, the ‘connoisseur’, ‘lifestyle seeker’, ‘personaliser’, ‘trendsetter ‘and ‘family protector’, were created. Nine contributions were made, and the contribution to luxury branding outlined. This thesis has demonstrated deep luxury, that is, deep down behind the luxury branded purchase, connected through a network of consequences from the most salient attributes, was the satisfying of the deepest and most important fundamental personal end-values in the lives of the purchasers.

File reproduced in accordance with the copyright policy of the publisher/author.