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Reassuringly Expensive: The Hidden Consumer Motivations Driving Premium Perceptions

This article is part of our series on Premium Motivations & Codes.
You can view the full series or download the report.

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Want to understand what motivates consumers’ perceptions of premium?

Despite economic uncertainty and a global pandemic, the premium market has not just bucked the trend, but continued to grow!

Premium purchases consistently make it to the top of consumer wish lists and consumption habits, from big-ticket items to up-trading on everyday purchases. 

Opportunities within the premium landscape have never been more lucrative, so understanding consumers’ motivations is vital to executing your premium strategy with rigour and success.  

With over 25 years of experience, we have unearthed 5 hidden consumer motivations that drive premium perceptions.   

This report will: 

  • Outline the 5 consumer motivations that drive premium perceptions
  • Unpack what they could mean for your brand
  • Deliver best-in-class examples (both dominant and disruptive) of brands that are winning in premium – so that you can learn from the best!

So, is your brand looking to win within the premium landscape? Download our report today! 

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