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An Explanatory study on Indian Young Consumers’ Luxury Consumption: The Underlying Relationship of Interpersonal Influence, Brand Image, Brand Consciousness and Demographic Components with Luxury Brand Purchase Decision

Author : Samit Chakraborty and Lynn Sheppard

Pages : 622-634
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This research project provides a deep comprehension of how interpersonal influence, brand image, brand consciousness and different demographic components are related to Indian young consumers’ luxury brand purchase decision. Young Indian consumers of different gender (male and female) and age groups (18-27 and 28-35) have been considered as samples for this study. Through this research it has been observed that which single factor among interpersonal influence, brand image, brand consciousness is given maximum priority by Indian young consumers while making their selecting a brand or making a luxury brand purchase decision. From the result it has been explored that interpersonal influence has been given maximum priority or considered mostly by respondents compared to brand image and brand consciousness. Different sub-factors of these items have been also found influential in consumers’ decision-making process. From the analysis it has been also deduced that interpersonal influence, brand consciousness, brand image and luxury consumption vary differently across gender and age. In most cases, no significant difference was found within gender and age groups based on interpersonal influence, brand consciousness, brand image and luxury consumption except in one circumstance where a significant difference was found between Indian young male and female consumers based on interpersonal influence.

Keywords: Luxury, Purchase decision, interpersonal influence, brand image, brand consciousness.


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