High price is a visible feature of luxury, but it does not alone explain why a person chooses a certain product. Materials, workmanship, purchasing experience and meanings attributed to the brand can contribute to the evaluation.
Wiedmann, Hennigs and Siebels, in their 2009 study, address the value of luxury through financial, functional, individual and social dimensions. This perspective helps to avoid the idea of a unique consumer, always driven by the same motivation.
For a customer it can count above all the daily use and the perceived quality. For another, the product may represent a memory, a form of personal expression or a recognizable signal. Motivations can coexist and change between different purchases of the same person.
Commercially, this variety suggests observing customers' questions rather than attributing intentions to them in advance. Those who ask for maintenance information may have different needs from those who are looking for a specific edition or a particular shopping experience. No single question, however, makes it possible to definitively classify a person.
A credible value proposition makes it understandable what the product offers and what the service adds. The communication should be reflected in the experience: availability of information, quality of care and consistency of promises. Perceived value is built in the relationship between expectations and concrete evidence, not just in the image of the brand.