Factors affecting luxury brand consumption and its impact on consumer purchase intentions: An India fashion luxury goods sector perspective
- Title
- Factors affecting luxury brand consumption and its impact on consumer purchase intentions: An India fashion luxury goods sector perspective
- Creator
- Suresh A.S.; Sharma V.
- Description
- This study identifies and analyses the psychographic and demographic factors that influence luxury brand purchase intention in the Indian context. It discusses the existing knowledge pertaining to luxury brand consumption and a conceptual framework is developed based on the review of literature. India's favorable demographic profile, the growing middle class, high disposable income and young population, has helped the Indian luxury market witness a tremendous growth. The research identifies what drives the luxury brand purchase intention for the Indian consumers amidst this growth and analyses how it differs based on demographic variables such as age, gender and income. Based on the model thus created, the research seeks to segment the Indian luxury fashion brand consumers according to the significant demographic and psychographic variables thus identified. A questionnaire on a Likert scale was administered to 250 respondents of different age, income and gender groups within the city of Bangalore. The data was then analyzed using correlation, regression, cluster and frequency analysis in SPSS. The functionality is the major value factors effecting purchase intention of Indian luxury fashion consumer. The other identified value factors are correlated to self and others directedness. Age and income also have a significant influence of purchase intention. It was also found that purchase intention varies between different age and income groups. Finally, it was found that Indian consumers can be segmented as Superficial Luxury seekers, Luxury-Indulgers, Luxury-Avoiders, Attention and approval seekers. 2021 Ecological Society of India. All rights reserved.
- Source
- Indian Journal of Ecology, Vol-48, pp. 92-99.
- Date
- 2021-01-01
- Publisher
- Ecological Society of India
- Subject
- Conspicuousness; Hedonic value; Luxury brands; Purchase Intention; Self-directedness; Uniqueness value; Utility value
- Coverage
- Suresh A.S., School of Business and Management, Christ University, Bangalore, 560 029, India; Sharma V., School of Business and Management, Christ University, Bangalore, 560 029, India
- Rights
- Restricted Access
- Relation
- ISSN: 3045250
- Format
- Online
- Language
- English
- Type
- Review
Collection
Citation
Suresh A.S.; Sharma V., “Factors affecting luxury brand consumption and its impact on consumer purchase intentions: An India fashion luxury goods sector perspective,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 23, 2025, https://archives.christuniversity.in/items/show/21585.