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Understanding the luxury purchase intentions of young consumers: a qualitative analysis
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Mariel Jolina Mendoza
Research Papers
India has experienced a relentless surge in consumer buying power since the 1990s. The Indian consumer has become wealthier and more accepting of western retail formats-with international supermarkets chains, department stores and mass retailer paving the way for luxury retailers. Luxury is a constantly evolving and subjective concept, and not easy to define. Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. Luxury Fashion is a billion-dollar industry employing millions of people around the world. Ever since the economy became more global, consumers have to a large extent been affected by this fast evolving industry. Towards the late 1980"s, several large retailers dominated the luxury business. Over the past decades the luxury fashion industry has gone through some major structural changes. Globalization has catalysed the growth of luxury industry and the marketplace attractions have driven the cultural attributes of consumers significantly across various consumer segments. Shifts in the cultural values, consumer preferences, and purchase intentions towards designer products is arguably the most critical issue faced by the marketing. managers today. Many researchers argue that increasing globalization is reducing the homogeneity of consumer behaviours within countries, while increasing communalities across countries (Cleveland and Laroche, 2007). Globalization and increasing competition, and short product life cycles in luxury retailing consumer behaviour and pose a number of marketing challenges for retail firms in India. The purpose of this study is to investigate the luxury consumer behaviour, with reference to shopping. Subsequently the results will be applied to the independent retailer Fever in order to understand the shop"s lack of customers.
Advances in economics and business
sweta choudhury
This research examined the factors that influence consumers' purchase intention behind acquiring luxury fashion brand. The study adapted the priori established scale of brand luxury index [BLI] from the literature and tested whether these dimensions result in purchase evaluation for both male and female consumers on equal grounds. Very limited research has been conducted on the role of gender differences in consumer behaviour in spite of the fact that it is a vital topic. Data was collected from Indian consumers (n =109) and respondents were enquired about their favourite luxury brand in the category of watches, bags, perfumes, sunglasses, belts, tops, shirts, jeans, dresses, and footwear; while examining the dimensions such as perceived hedonism, self-image, quality, uniqueness, and conspicuousness. Hypotheses were tested using one-way ANOVA. The findings from this exploratory research revealed that perceived self-image facet is significantly different for both male and female ...
Shamindra Nath Sanyal , Saroj Datta
The objectives are to study consumers’ attitude about luxury goods with special reference to the Indian consumers and to select the themes (cognitive, affective and behavioural) from the existing ones from the ‘attitude scale to luxury items’ suggested by Dubois et al. (2005) for the ‘none available’ item spaces as mentioned in a priori classification of attitudes to luxury using the C-OAR-SE procedure by Rossiter (2002) and Stegemann et al. (2007). Consumers’ attitude about luxury goods in Indian perspective has been examined through an empirical investigation that was carried out among urban respondents belonging to different social strata in Kolkata Megapolis, West Bengal, India. We have proposed three hypotheses where separately attitude and subjective norms toward luxury brands positively affect the intention to use the goods. Furthermore, intention to use luxury brands does not positively influence actual usage of the same. Finally through qualitative process, we have determined the ‘none available’ item spaces as mentioned in a priori classification of attitudes to luxury. The findings support the hypothesis that luxury consumption intentions affect actual luxury brand consumption behaviour. The findings show how nuances occur between measures of attitudes, subjective norms, and intention.
International Journal of Professional Business Review
Sangeeta Devanathan
Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context. Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ). Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks. Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market. Originality Value: The paper sy...
Ege Academic Review
Sevtap O Z E R Unal
Muhammad Ashraf , Dr Nawaz Ahmad
This study aims to explore the main reasons of consumption of luxury branded goods. The research also gives an insight upon the main motivational values towards purchasing luxury branded products. The method chosen for analyzing the raw data collected through offline and online questionnaire survey, through snowball sampling technique, was quantitative models namely descriptive statistics and one way ANOVA, that was run through the help of SPSS. The study analyzes the four major motivational values, which motivate people to purchase and consume luxury branded goods, namely; personal values, functional values, individual values and social values. As a result, we find out that functional values were the most significant motivator in purchase decision-making followed by personal values, individual values and social values respectively. One-way ANOVA analysis interprets that four of these values are significant in term of decision-making process while purchasing luxury branded goods. Post Hoc tests showed us the relationship between these values. The social values and fundamental values were highly significant in all the purchase decisions criteria.
Agung Stefanus Kembau
IIM Kozhikode Society & Management Review
Marta Jakubowska
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Master Thesis in Business Administration Title: Consumer's Perception and Purchase Intentions - A Qualitative Study on Second-Hand Clothing Stores. Author: Camila Cozer Tutor: Sarah Wikner Date: May, 2018. Key terms: Second-hand clothing; consumer's perception; purchase intentions; Borås; motivational drivers; moderating drivers. Abstract
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and intention to purchase was tested in the model using regression method (Adis and Jun,2013). Gomathy and Sabarirajan (2018)demonstrated the relationship between purchase . intentions, use of social media and print media. When it came to family types, a nuclear family seems more likely to arrive at an intention to purchase than a joint family.
4.1.1 The brand. The brand chosen to test this research is a globally known fast-fashion brand, with presence in 69 markets worldwide with more than 4,700 stores and 45 online markets (H&M, 2018). The Swedish brand, H&M, was chosen as it is an iconic brand in the apparel industry, specifically in fast-fashion.
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purchase intent than ads that include normal human images. Keyword: Marketing Communication, Digital display advertising, Human ... Finally, this thesis provides further insights and builds a deeper understanding for academics and practitioners of how human images in advertisements are perceived by consumers. As a result, this thesis will ...
The scale of Wells et al. (2011) was adapted to measure the buying impulse; online purchase intention was measured based on the studies by Pavlou (2003). Finally, the scale to measure online purchase behavior was obtained from the study by George (2004). Appendix 1 shows the scales adapted. 4.
2.1.3 Purchase intention Due to the fact that purchase intention of consumers helps to prognosticate sales of new or existing product/services marketing managers place high emphasis on intention to buy. Data regarding intention to purchase can be very beneficial for managers in their marketing
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consumer's purchase intention of organic personal care products. Improved labelling on the packaging would lead to a more positive attitude toward purchase intention by increasing consumer's confidence via brand trust. In contrast, perceived safety va lue was not important in predicting attitude. Similarly, the influence of religion
Factors influencing purchase intention based on Facebook advertising: A study on Generation Y consumers in UUM by NIK MUHAMMAD ISMAIL BIN KARIM Thesis submitted to the Ghazali Shafie Graduate School of Government, Universiti Utara Malaysia in fulfilment of the requirements for the Degree of Master of Science (International Business)
the relationship between influencer marketing and purchase intention. Therefore, this master thesis sets out to investigate how influencer marketing affects consumers' purchase intentions based on the theoretical framework Theory of Reasoned Action. By studying how influencer
Purchase intention The term purchase intention is broadly treated as a predictor of purchase. "Purchase intention represents the likelihood that an individual will purchase a particular product based on the interaction between customer needs, attitude and perception towards the product or brand" (Beneke et al., 2016).
Purchase intention is a kind of decision-making that studies the reason to buy a particular brand by consumer (Shah et al., 2012). Morinez et al. (2007) define purchase intention as a situation where consumer tends to buy a certain product in certain condition. Customers purchase decision is a complex ...
this study aims to review and analyze the factors that improve and affect e- commerce customers' purchase. intention. This subject has been rarely touched in literat ure and needs more focus ...
The study focuses on purchase intention as intention has a positive impact on an individual's actions, and it has wider implications in marketing literature too (Hung et al., 2011). Consumers' purchase intention is one of the strongest indicators of brand loyalty and may be the most realistic way to measure the overall brand equity (Li et ...
A considerable amount of papers has published on purchase intention on inline platform (Rahim, Safin, Kheng, Abas & Ali, 2016). Purchase intention is a mixture of consumers' interests in and likelihood of purchasing the product (Kim & Ko, 2012). Determining PI adopts buyer future behaviour based on their attitudes (Kim & Ko, 2010 b). On ...
This thesis is the final submission to complete our studies at bachelor level. It is written in 2020 within the Department of Business, Administration, Technology and Social Sciences at Luleå University of Technology. The purpose of the study is to evaluate how influencers make an impact on purchase intention through social media.
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dependent variable, purchase intention, was determined using this conceptual framework. Figure 1 Conceptual Framework Accordingly, there are four hypotheses; H 1: Ambient factors have a more significant impact on purchasing intention of consumers. H 2: Design factors have a more significant impact on the purchasing intention of consumers. H
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Download full-text PDF Read full-text. ... Under graduate thesis, UIN Raden Intan Lampung. ... Purchase intention is a form of consumer behavior who wishes to buy or choose a product based on ...