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A STUDY ON CONSUMER BEHAVIOUR

TOWARDS LUXURY PRODUCTS
Gopaljee Tiwari & Barma Lohith

Master of Business Administration

-Mittal School of Business, Lovely Professional University (Punjab)

ABSTRACT
Consumer behaviour refers to the psychological processes that consumers go through while identifying needs,
determining how to meet those needs, making purchasing decisions, interpreting information, formulating plans.
Previously, consumer purchasing was oriented on financial value, with shopping being about getting required
products and services. Modern customers, on the other hand, buy something to reward themselves, to meet
psychological demands, or to make themselves feel better. Modern customers purchase items to make a
statement, display their individuality, or increase their self-esteem. The purchased object has become a
psychological confirmation. The study aims to investigate the customer purchasing behaviour towards premium
branded items. The interaction between the independent variables (Price, Perceived Quality, Perceived Societal
Status, and Brand Loyalty) and the moderating variable (Income) and the dependent variable (Consumer Buying
Behaviour) has been examined. The primary data has been collected from 100 respondents by mass email to
friends and colleagues, abbreviated and descriptive statistics has been used for data analysis. The perceived
social status and brand loyalty are highly connected to the factors influencing consumer purchasing behaviour,
although price and perceived quality are not. The monthly income does not impact the interactions between the
independent variable, Brand Loyalty, and the dependent variable, Consumer Buying Behaviour.

Keywords:
Brand loyalty, Buying behaviour, Premium, Social Status, Self-esteem

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1. INTRODUCTION
Luxury is derived from the Latin word "luxuria," which means excess and extravagance. It evokes a variety of
feelings, including exceptional quality, elegance, high price, grandeur, bespoke and uniqueness. Products that
aren't necessary yet make life easier for the user. Luxury items, in contrast to necessity products, are often more
expensive and are frequently purchased by people who have more spare money or amassed wealth than the
average person. Consumers view luxury products to have six primary features, according to various studies:
price, quality, aesthetics, rarity, extraordinariness, and symbolism. Even though there are only a few companies
offering luxury goods in the twenty-first century, luxury consumption has become extremely popular. Everyone
desires luxury, especially in the fashion industry. In truth, many luxury brands have emerged around the world
over the centuries, regardless of events such as the Industrial Revolution, World Wars I and II, or democracy.
One of the key causes that has placed luxury goods and accessories into the reach of the average customer is
globalisation (Eng and Bogaert, 2010; and Brun and Castelli, 2013). The globalization era has provided various
sources of luxury. The development of industry, the economy, new trades, increased spending, and even
communication are all driving factors. The study of the variables that drive consumer purchasing behaviour and
the influence of these constructs on consumer ’s behavioural intents result in a true understanding and
identification of consumer behaviour, which can significantly improve customers' desire to acquire luxury
things (Bian and Forsythe, 2012). Shopping for luxury items is a kind of self-expression that helps people to
identify and reveal themselves while also providing a sense of fulfilment. Shopping for luxury things allows
people to express their wants, needs, desires, and personalities. It also provides a sense of accomplishment and
realisation. In this modern civilization, people purchase luxury things for emotional and psychological reasons.
Abraham Maslow initially introduced the concept of a hierarchy of needs in his 1943 paper "A Theory of Human
Motivation," and in his book "Motivation and Personality." In accordance with this hierarchy, people are driven
to meet basic necessities prior moving onto more complex requirements. Maslow proposed categorising life
into five phases, starting with the most basic needs, such as food and shelter, and graduating to the most difficult
psychological demands, such as internal emotional accomplishment. Pooler (2003) also states that when it
comes to buying, Lower-level criteria have previously been addressed, but we are shopping on a higher level,
where our high tiered expectations are to be met. Maslow's hierarchy of needs places self-fulfilment and
actualization at the top, and luxury products are precisely what satisfy these demands (Ward & Chiari, 2008).
1.1 Driving Factors:
 Gene Z population consumers are more inclined towards it as the prefer customization and branded things
more.
 Introduction of sustainability-based factor has also attracted consumer towards the luxury goods.
 Eco-Friendly products are also a main factor for inclination of consumer base towards the luxury goods.
1.2 Personalized Luxury Goods:
Products such as jewellery, clothing, and cosmetics that are considered luxury goods are often characterized by
their high-quality materials and impeccable craftsmanship. These items are also usually expensive due to their
long warranties. Due to the rapid emergence and globalization of luxury brands, the demand for these goods is
expected to continue to rise. Luxury is defined as everything that gives you joy; delight, satisfaction, and

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happiness that induces you to feel special for possessing the stuff and experiencing the outstanding services.
Individual differences are determined by characteristics such as family income, eyesight, socioeconomic status,
culture, educational attainment, and gender. For example, having a phone was once regarded as a luxury rather
than a necessity. Hérmes (luxury leather & clothing) president Christian Blanckaert recognises this emotional
pull. Furthermore, he considers that his organisation is a dream business rather than a luxury one.
1.3 Rise in Trend for Personal and Luxury Goods:
Luxuries, according to Twitchell (2003), are things you have that you shouldn't have. There are costly
automobiles, gourmet meals, beverages, and jewellery accessible. Frank, an economist and socialist, reported
in 1999 that the use of house and premium autos was two of the growing new luxury commodities purchased
by the new luxury client. The rising consumer living standards and increasing disposable income are some of
the factors that are contributing to the increasing sales of luxury products in the society. Fashion trends,
combined with the growing number of working women, is fuelling product demand. The market is also being
driven by the rising tourism sector, particularly in Dubai and the United Arab Emirates, as well as the removal
of trade barriers with various industrialized countries. The GCC member states, for example, joined the
European Free Trade Agreement (EFTA), which allows personal luxury products from countries like Italy and
France to be traded. Aside from that, the market of luxury goods is being boosted by the extensive availability
of personal luxury products on online shopping platforms.
1.4. Role of Brands for Shopping -
As market conditions change constantly, the new role of product management as an integral part of complete
marketing is more important than ever. In the current context of the retail market, it is very important for
businesses to manage their products so that they can easily fulfil the wishes and desires of their customers. In
order to create a competitive environment, they need constant attention from their customers. In the current
market environment, consumers are frustrated by the sheer number of products and services. Consumers are
influenced by their individual attitudes, values, and even where they spend their lives. In our view, the
product is a factor that has influenced consumer preferences and therefore we have decided to investigate the
product impact on consumer behaviour in relation to the consumer age category. Age category is a demographic
factor that influences a consumer buyer's choice of a particular type and will be considered for the purpose of
our research. The purpose of the paper is to emphasize the fact that the product influences customer decisions
and that the age category is consistent with this process.

1.5. What is Brand?

Cultural Factors –
Culture can be defined as the beliefs that people hold towards how the society has to morally and spiritually
function. Culture can determine a person’s mindset on what is acceptable and what is not acceptable in the eyes
of the person and hence is a very important concept to keep in mind.

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Low involvement –
It is the psychological concept that states that if a customer is aware of only a particular brand in a category of
the desired product or service, it is almost guaranteed that the person will always keep coming back to the same
brand regardless of inferior or superior quality of brand competitors.
Innovation/Uniqueness –
As the times move forward, it is very important to ensure that technology, protocols and procedures are
continuously being updated to match with the times and new innovations are being made. Customers are getting
very tech savvy these days and in order to ensure good customer perception, it becomes crucial to ensure that
outdated technology and procedures are not still in place.
Quality –
Customers expect good quality products at relatively low prices compared to their competitors. Hence it
becomes necessary for businesses to maintain a good price to quality ratio to ensure maximum customer
attraction and retention.
1.7 Segmentation of Luxury goods
The worldwide luxurious items marketplace on the basis of product is divided into dressmaker apparels and
shoes, accessories, cosmetics, rings, travel items, best wines/champagne & spirits, and others, depending at the
product category. because of the regular adjustments/modifications in style trends, there is a widespread call for
dressmaker garments. style developments are heavily inspired by tradition.
in the global luxurious items industry, online sales are the brand-new trend. The marketplace grew as the
quantity of internet portals elevated, as well as their popularity. The upward push in the variety of operating
professionals, in addition to a busy lifestyle improved by way of technology awareness, are driving online sales.
moreover, net sales offer direct-to-domestic transport, that is one of the primary motivators for each city and
semi-city consumers. The trend of online sales was formerly confined to wealthy countries; however, it has
currently received traction in growing countries.
2. REVIEW OF LITERATURE
Kapferer et al., (1998) has shown that the luxurious fashion merchandise supply consumers with intangible
advantages like as a pleasing buying revel in, making the proprietor 'substantial' inside the eyes of the public,
and belonging to a better repute class. Kapferer (1998) located that numerous forms of customers acquire
distinct qualities for specific forms of manufacturers. The belief of luxurious in Western society may
additionally differ from that of Japanese civilization, and so it can be wrong to count on that western values
are exchanged with their commodities. Shukla et al. (2010) has stated that high priced matters enhance a
person's social picture luxurious products outperform non-luxury items within the experience and symbolic
elements, while non-luxurious goods outperform inside the utilitarian measurement. Pileliene. et al., (2012)
has discussed that the concept of luxurious brands is mainly related to advertising. Brand personality is
visible because the set of human characteristics associated with a logo. Liu et al., (2013) has examined the
luxury goods purchase behaviour online and in-store. Online luxury customers are price-conscious, prefer
online product availability, and place more faith in online customer feedback. In-store customers who are
more averse to online risks believe it is essential to view the goods in person before making a purchase and

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appreciate the shopping experience and relationships. Tak et al., (2016) has revealed that Indian consumers'
purchasing habits have shifted dramatically towards luxury branded products. Godey et al., (2016) has
assessed businesses' social media marketing efforts, considering five factors (entertainment, interaction,
trendiness, customization, and word of mouth). Dhaliwal et al., (2020) has discussed the numerous aspects
influencing consumer behaviour toward luxury products and categorises them into four broad categories:
individual characteristics, psychological factors, cultural and societal factors, and factors connected to
luxury items. Jhamb et al., (2020) has examined that understanding buyers' post-purchase behaviour is
critical for understanding their brand experience. A poor encounter may cause post-purchase dissonance,
resulting in an imbalanced or skewed attitude toward the brand and other marketing stimuli.

3. PROBLEM STATEMENT AND OBJECTIVE OF STUDY:

3.1 Problem Statement

Shopping luxurious customer goods might be an unnecessary financial burden except you have a strong work
with a big pay or have constructed splendid non-public financial savings habits.
Many clients who purchase luxury products are not able to have enough money them; one clarification is that
many consumers do now not act logically or in their high-quality financial pursuits.
Due to the fact some people don't forget non-luxury goods to be inferior merely due to the fact they are no
longer luxurious, in addition they believe that greater-priced goods are of higher fine (contrary to any proof
approximately their actual stage of pleasant or durability).
Every other motive why a few humans purchase luxurious matters is a sense of attainment.
3.2 Research Objective
 To look at the significance of purchaser desire for luxurious products primarily based on income.
 To discover how brand name impacts in consumer choice making.
 To find out influence of brand value in male and female
 To find out the effect of rate on purchase choice.
 To examine the perspective of client closer to luxurious items

4. RESEARCH METHODOLOGY:

In research, methodology is considered as an approach to addressing a research topic by collecting data using
various procedures, interpreting the data collected, and making assumptions about the study findings. the
primary data has been collected by using well-structured questionnaire from 100 respondents, selected by
convenient sampling. A systematic questionnaire was designed to extract information about customers'
sentiments about the brand, perceived service quality, buy intent, and brand commitment, all of which
influenced real luxury goods sales. To suit the research's criteria, all the parts were modified from developing
measuring scales. The descriptive analysis has been used for data.

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5. RESULTS & DISCUSSION

a. Descriptive Statistics
Descriptive statistics define, demonstrate, and summarise the essential properties of a dataset discovered in a
specific study, and are provided in a synopsis that summarizes the sample data and its metrics. It aids analysts
in better understanding the data. The descriptive statistics for the responses received are shown below. This
statistical function is conducted in SPSS statistics software, where Range, Mean, Standard Deviation, Variance,
Skewness, and Kurtosis are calculated for each item in the questionnaire.

Descriptive Statistics
Std.
N Range Minimum Maximum Mean Variance Skewness Kurtosis
Deviation
Std. Std.
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic
Error Error
Gender 100 1 1 2 1.33 0.47258 0.223 0.734 0.241 -1.491 0.478
Occupation 100 4 1 5 1.72 1.27192 1.618 1.416 0.241 0.305 0.478
Age 100 2 1 3 1.98 0.24536 0.06 -1.145 0.241 14.243 0.478
Monthly income 100 3 1 4 1.53 0.98939 0.979 1.703 0.241 1.46 0.478
How frequently do you
purchase a luxury brand 100 3 1 4 2.22 0.98041 0.961 0.33 0.241 -0.891 0.478
product?
What factors influence
your decision to acquire
100 1 1 2 1.45 0.5 0.25 0.204 0.241 -1.999 0.478
a premium luxury
product?
What is your purchasing
attitude towards
100 3 1 4 1.57 0.99752 0.995 1.516 0.241 0.847 0.478
acquiring a luxury
product?
How much do yo spend
on purchasing luxury 100 3 1 4 1.55 0.86894 0.755 1.587 0.241 1.687 0.478
products?
How do you obtain
information about the 100 4 1 5 2.87 1.45404 2.114 0.251 0.241 -1.19 0.478
luxury products?
Do you believe that the
brand name palys
100 2 1 3 1.44 0.75639 0.572 1.351 0.241 0.141 0.478
significant role when
purchasing a product?

Do you ever regret after

100 1 1 2 1.6 0.49237 0.242 -0.414 0.241 -1.866 0.478
buying luxury goods?

I feel like adding more

luxurious goods in 100 1 1 2 1.19 0.39428 0.155 1.605 0.241 0.586 0.478
future?
Will you still purchase
luxury goods even if 100 1 1 2 1.51 0.50242 0.252 -0.041 0.241 -2.04 0.478
prices increase?
Will you purchase the
same brand that you 100 1 1 2 1.17 0.37753 0.143 1.784 0.241 1.206 0.478
previously purchased?
Do you agree that
product with higher price 100 4 1 5 2.97 1.0096 1.019 -0.059 0.241 -0.327 0.478
indicates higher quality?
Does brand value of a
product influence your 100 4 1 5 3.66 0.99717 0.994 -0.579 0.241 0.04 0.478
buying behaviour?
I always puchase Luxury
100 4 1 5 2.72 1.02573 1.052 0.532 0.241 -0.138 0.478
goods.
I have a high regard for
people who have luxury 100 4 1 5 2.68 1.05294 1.109 0.094 0.241 -0.534 0.478
goods.
I always purchase those
luxury brand's goods that 100 4 1 5 2.79 1.05692 1.117 -0.091 0.241 -0.575 0.478
others admire.
I buy luxury goods to
demonstrate people that I 100 4 1 5 2.49 1.26726 1.606 0.464 0.241 -0.859 0.478
can afford them.

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Valid N (listwise) 0

One Way ANOVA:

ANOVA examines if the groups formed by the levels of the independent variable are statistically different by
determining whether the means of the treatment levels differ from the overall mean of the dependent variable.

Descriptives

How frequently do you purchase a luxury brand product?

95% Confidence Interval for

Mean
Std. Std. Lower
N Mean Deviation Error Bound Upper Bound Minimum Maximum
No Income 73 2.4247 .99886 .11691 2.1916 2.6577 1.00 4.00

20,000 - 40,000 11 1.4545 .68755 .20730 .9926 1.9164 1.00 3.00

40,000 - 50,000 6 2.1667 .40825 .16667 1.7382 2.5951 2.00 3.00

more than 10 1.6000 .69921 .22111 1.0998 2.1002 1.00 3.00

50,000

Total 100 2.2200 .98041 .09804 2.0255 2.4145 1.00 4.00

Salary = Independent

Purchasing Decision = Dependent Test

Hypothesis

H0 = Frequency of buying luxury goods depends on the monthly Income.

HA = Monthly Income does not impact the frequency of buying luxury goods.

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ANOVA

How frequently do you purchase a luxury brand product?

Sum of Squares df Mean Square F Sig.

Between Groups 13.364 3 4.455 5.228 .002

Within Groups 81.796 96 .852

Total 95.160 99

Since the probability (p-value) of the Purchasing frequency variable is found to be 0.002. Therefore, it’s less
than 0.05 level of significance. Hence, the Null Hypothesis (Ho) is Rejected. So, the Frequency of buying is not
dependent on the salary of need/want.

Independent sample T Test

H0= Significantly no difference in Product Influence of Brand Value in males and females

H1= Significant difference in in Product Influence of Brand Value in males and females

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Here, the p value is 0.097 and as the P value is greater than 0.05. Hence, we accept null hypothesis it means
data is not significantly difference and thus it shows that is not dependent on gender.

6. CONCLUSIONS
The major goal of this study is to determine the impact of brand on consumer behaviour and brand awareness
by examining four factors: brand loyalty, brand image, customer behaviour, and media. The history of a brand
teaches us how people have used it as a means of identification. Previously, the brand mark was used to
distinguish one producer's goods from those of another. Nowadays, brands are employed not just to differentiate
products, but also to rationalise buying decisions. Researchers attempted to determine the impact of brand name
on buying decisions in this work. Brands also have a symbolic significance that aids consumers in selecting the
best product for their needs and happiness. People usually buy particular brands not only for the sake of
appearance and functionality, but also to boost their self-esteem in society (Leslie and Malcolm, 1992). Brand
names convey a lot about a product to customers and provide them with a lot of information about it. They also
tell the customer or potential buyer what the product means to them. It also represents a convenient overview
of the customers' feelings, knowledge, and experiences with the brand. The media, particularly social media,
has had a significant impact on the interaction between consumers and businesses. They have a huge number
of 14 connections and command the greatest user attention. Quality is one of the things that consumers think
about while making a brand choice. Quality is an integral aspect of brand identity. Price may be used as a cause
for brand decision in two ways: either by trying at the lowest price to avoid monetary risk or by trying at the
highest price to achieve product quality. Price, location, and brand are the three most important elements in a
consumer's decision to buy a regular product. The real-life contacts made through networking have a lot of
promise. But we can also see that there is no as such difference between the male and female for inclination
towards the brands and all the generations are trusting the brands nowadays. Businesses can delve deeply into

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demographics in order to precisely approach their target market. This can be accomplished through debates on
websites or blogs. It can also be done by using search engines to get relevant information on the target market
in order to determine the most effective techniques to employ. Businesses may communicate directly with
clients all around the world via RSS feeds, blogs, Facebook comments, status updates, and other means. Others'
influence plays an important role in a customer's decision. Decision-making procedures Consumers have a
proclivity for offering advice to one another about another product or brand in exchange for their endorsement.
Other people's recommendations have a significant impact on consumers' purchasing decisions. In any event,
the extent to which such influence is exerted is dependent on the context or individual. Later schedule
connectors are more impacted than early schedule connectors. Marketers can't hone other people's influence. A
buyer can also be influenced culturally, in terms of quality, conduct, and inclination, by a family or other
institution, or socially, in terms of a small group, such as a family or participation group. Other people's attitudes
can also impact a buyer's selection.

Recommendation –

Merely doing research and getting the results is not the end. Results should lead to any action which will create
managerial implications and will be helpful for the organization or the company. With today's technology
advancements, many people are now hacking into other people's social media accounts. As a result, the business
page could be hacked and the information modified with, perhaps resulting in customers receiving incorrect
information and foregoing purchases that major companies should take seriously. In today’s time due to more
inclination towards brand, fake brand can also be seen which should be controlled by the big companies. Also,
they should use more interactive advertisements because the buyers do get influenced to buy products with low
price.

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