However, it's important to remember:
"premium" implies high product quality, impeccable craftsmanship, and the use of the finest materials. "Luxury" refers to a limited edition product, custom-made to order, or a rare collector's item.
A luxury product typically has the characteristics of a premium product: it is made to an exceptionally high standard. However, not every premium product can be considered "luxury." For example, Apple offers premium products, but they are widely available on the market for anyone who can afford them.
When developing advertising campaigns, all expensive purchases, such as cars or real estate, are often lumped under the "premium" category due to their high cost. But it's important to distinguish. "Premium" always represents products that have a recognized brand, corresponding status, and a good market reputation.
Portrait of a premium consumer: does it exist?
"Above-average income" is perhaps one of the few criteria that will unite all consumers of premium goods. The second criterion is the choice of high quality and an impeccable reputation. While price is not excluded from the decision-making process, it is not of primary importance in this case.
The profile will then change depending on the specific product
A businessman chooses a premium car, while a ukraine telemarketing database wealthy but unemployed housewife chooses premium home appliances. Branded headphones might be the choice of a teenager, while a supermarket specializing in premium products might be the choice of both a mature and a young woman.
Therefore, it's not worth describing the premium consumer solely as an entrepreneur or IT professional. Several years ago, Yandex proposed testing bid adjustments for advertising based on the user's ability to pay. Ultimately, however, this tool only worked correctly for expensive goods like cars or apartments. When it came to, for example, premium perfume, errors occurred, since the system only assessed whether the user could afford the product, without comparing similar products by price.
"In terms of national characteristics, premium consumers in Kazakhstan are generally similar to those in other CIS countries. However, there is a noticeable increase in the number of affluent young people. Young people under 30 are more likely to be loyal customers of premium brands here, indicating significant market potential," says Lidiya Ozerskaya, advertising specialist at Wunder Digital in Kazakhstan.