The influence of emerging market consumers’ purchase intention of luxury clothing on their purchase behaviour: a South African perspectives

The growth of the economy has occasioned a shift in consumption patterns in the South African luxury markets. This study aims to investigate the purchasing behaviour of emerging market consumers as regards luxury clothing. A survey was conducted and data was collected online from 300 emerging market consumers in SA by means of a survey questionnaire. The results of the study demonstrated that status, quality, and materialism all influence the purchase intention of emerging market consumers as regards luxury clothing. Status had the strongest effect on purchase intention for luxury clothing, followed by quality and materialism. Consumer intention to purchase luxury products was found to influence such consumers’ purchase behaviour. This study is significant for retail stores in South Africa selling luxury clothing, as well as those intending to enter the SA luxury clothing market. The study findings shed light on factors influencing purchase behaviour by emerging market consumers as regards to luxury clothing. Key Words:Community Behaviour, luxury brands, black consumers, uniqueness, rarity, functional value, financial value, South Africa, emerging markets