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

Author

Listed:
  • KM Makhitha

    (Department of Marketing and Retail management, UNISA, South Africa)

  • M Khumalo

    (Department of Marketing and Retail management, UNISA, South Africa)

  • T Sekhu

    (Department of Marketing and Retail management, UNISA, South Africa)

Abstract

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

Suggested Citation

  • KM Makhitha & M Khumalo & T Sekhu, 2024. "The influence of emerging market consumers’ purchase intention of luxury clothing on their purchase behaviour: a South African perspectives," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(1), pages 75-86, January.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:1:p:75-86
    DOI: 10.20525/ijrbs.v13i1.3023
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    References listed on IDEAS

    as
    1. Hamelin, Nicolas & Thaichon, Park, 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 164-170.
    2. Sheetal Jain & Sita Mishra, 2020. "Luxury fashion consumption in sharing economy: A study of Indian millennials," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(2), pages 171-189, April.
    3. Gong Sun & Wangshuai Wang & Zhiming Cheng & Jie Li & Junhua Chen, 2017. "The Intermediate Linkage Between Materialism and Luxury Consumption: Evidence from the Emerging Market of China," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 132(1), pages 475-487, May.
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