Problem:
While consumers seem to always be searching for the lowest price possible, there are many firms like Rolex, Ferrari, BMW, Louie Vuitton that have been very successful selling products at very high prices. It seems that some consumers think they are getting something of great value if they pay a high price for it, even if cheaper alternatives exist.
To what demographic(s) might this marketing philosophy apply?
Is it a "multi-generational" marketing strategy?