Conceptualizing luxury buying behavior: the Indian perspective. Issue 3 (18th May 2015)

• Record Type: Journal Article
• Authors: Jain, Varsha; Roy, Subhadip; Ranchhod, Ashok
• Is Part Of: Journal of product & brand management. Volume 24:Issue 3(2015)
• Page Start: 211
• Page End: 228
• Publication Date: 2015-05-18
• Subjects: India -- Conceptual model -- Consumer behavior -- Qualitative research -- Focus group discussion -- Luxury branding; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-07-2014-0655
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context. Design/methodology/approach: – The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India. Findings: – A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior. Research limitations/implications: – The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation context and a set of testable propositions to further validate using quantitative research. Practical implications: – Provides the manager with a workable model of luxury buying behavior that he/she could use to generate the right consumer responses. Originality/value: – The present study is the first of its kind which integrates cultural backdrop, antecedents and consequences of luxury consumption in the context of a developing nation.