comportamento do consumidor: motivaÇÃo do consumidor e percepÇÃo de consumo, em particular no mercado de luxo.

Demographic studies, localization, social and economic surveys, beyond cultural characteristics, may partially explain the options of consumers. Thus, this work aims to realize a theoretical discussion about the buying behavior and the process involved to the luxury goods. Historically, the rare things property didn´t mind to the basic needs, but did an exhibitionism and ostentation which intended to give to the owner a differential. Nowadays, the habit changes due to the economic forces, has generated new consumption patterns and knowing the meaning behind this consumption may provide a critical competitive advantage to the enterprises.