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Purchase Intention of Luxury Fashion Products among Indian Youth

Author

Listed:
  • Radhika Narayanan
  • Debasis Mallik

    (Padmashree Dr. D. Y. Patil University, India
    S. P Jain Institute of Management and Research, India)

Abstract

The paper investigates the key factors motivating intention to buy luxury fashion products among Indian youth in the context of perception value and social value. High-end watches were used as a proxy to represent luxury fashion products. The respondents belonged, within the age group of 18 and 36 years. To identify and explore the impact of explanatory variables on purchasing intention, multiple regression was applied as a quantitative model. Results show that modern Indian youth are status conscious, and look for products having snob value. They like to be perceived differently than others and have a positive attitude towards luxury products. The research finds great growth potential for marketers to customize their products, and target this segment.

Suggested Citation

  • Radhika Narayanan & Debasis Mallik, 2014. "Purchase Intention of Luxury Fashion Products among Indian Youth," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 3(2), pages 88-94.
  • Handle: RePEc:ods:journl:v:3:y:2014:i:2:p:88-94
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