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Resumen
This research aims to explore the factors that are part of the decision process for purchasing luxury fashion products in the city of Bogota (Colombia). The variables of influence that arise from the previous literature (product display, technological accessibility, representation of status, brand perception, lifestyle, association with well-being and wealth, association with delight, the motivation of the consumer, authenticity of the product, and cost-benefit ratio) were explored as part of 10 in-depth interviews with people between ages of 25 and 45 who live in strata 5 and 6 in Bogota, Colombia. The validity of the interviews is observed in the verification of concepts with previous research, the quality of the data collected, and, therefore, with the condition of the dependence, credibility, and transferability of these data. The main variables that affect the decision process for purchasing luxury fashion products are the brand, exclusivity, distinction, and their relationship with the positive emotions generated in the consumer. The results of this research suggest how to improve their marketing strategies, focusing on what their target public looks for. This research is the first to analyze the decision process for purchasing luxury fashion products in the city of Bogota by using in-depth interviews.
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