People often buy because of their desire to own something.
Their decision to buy is usually dependant on the status, the feeling or the satisfaction they feel from a particular purchase.
People have desires on a subconscious level, which they may or may not be aware of and make purchasing decisions consciously - The Urge and the need
This is why despite the overinflated price tags customers still consume luxury goods. See here for an explanation Why do we buy luxury brands
In the modern, 21st century world people sometimes replace human interactions and relationships with objects they desire, which help them achieve feelings of fulfilment. Hence why there were nearly 7,000 Ferrari sports cars sold in 2013.
Despite a world economy that went into recession in 2008 Ferrari maintained steady sales of 6,300-7,000 cars per year during the years 2008-2013.
So it’s important to create a desire for your product/service and associate it with what people want to be when they purchase it, especially if it’s a luxury business.