Buying Behavior Of Indian Consumers Towards Selected Luxury Products And Services

Abstract

Luxury is a concept which exists in history for a long time. With the evolution of time, the concept newlineof luxury has been changing. There does not exist a specific definition of Luxury. The notion of newlineLuxury is subjective. Although attempts has been made to identify certain features that are specific newlineto luxury products and services. newlineIt is revealed that numerous studies have been conducted in the area of Luxury Buying Behavior all newlineover the world. But very few studies have been conducted in India. India which is a growing market newlinewith increase in purchasing power, better standard of living of the consumers, widening global newlinemarkets, access to various luxury brands it is important to understand the luxury buying behavior of newlineconsumers. newlineFor this study a structured questionnaire was framed, and the respondents from Delhi/ NCR was newlineasked to fill the survey. Respondents were chosen on the basis of their consumption of the selected newlineluxury products or services. The product category consisted of handbags, watches and mobile newlinephones. Whereas the services category consisted of Hotels, Salons, Spas and Airlines. newlineChapter One gives an overview and introduction of the study. In the introductory chapter an newlineattempt was made to discuss in detail the origin and history of the concept of luxury. Swiftly newlinemaneuvering from the past, the concept of luxury in the present context. Discussion regarding the newlineglobal luxury market and the Indian Luxury market was made in terms of consumer buying newlinebehavior. The chapter had set the strong foundation for this research work. newlineChapter Two reviews the literature related to the research topic. The literature review has been newlinedivided into three sections. The first section covered the previous studies related to the topic. The newlinenext section covers the various theories related to the topic of research. The last section focuses on newlinethe literature of the various constructs of the study.