How can one product be perceived by users as luxury or necessary? The concept of luxury is a multifaceted one and can be understood with tangible/intangible and personal/social distinctions (Brun and Castelli 2013). Phau and Prendergast (2000) point out that the Rarity Principle plays a major role in maintaining prestige which luxury brands can deliver. The individual, social, financial, and functional dimensions significantly impact the consumer’s luxury value perception (Wiedmann, Hennigs and Siebels 2007). Park, Rabolt and Jeon (2008) find that purchasing frequency, conformity, age, consumer ethnocentrism, social recognition, and pocket money were significantly related to the purchasing of foreign luxury fashion brands. Reference group also influences the purchases of luxuries and necessaries (Bearden and Etzel 1982). Gostkowski (2018) use QUAIDS to measure elasticity of consumer demand which can be used to understand the six groups of household goods in Poland.