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Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior

Journal of Asia business studies, 2017-01, Vol.11 (1), p.4-21 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2017 ;ISSN: 1558-7894 ;EISSN: 1559-2243 ;DOI: 10.1108/JABS-08-2015-0118

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  • Title:
    Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior
  • Author: Jain, Sheetal ; Khan, Mohammed Naved ; Mishra, Sita
  • Subjects: Attitudes ; Consumer attitudes ; Consumer behavior ; Consumers ; Consumption ; Hypotheses ; Literature reviews ; Luxuries ; Purchasing ; Theory of planned behavior ; Wealth
  • Is Part Of: Journal of Asia business studies, 2017-01, Vol.11 (1), p.4-21
  • Description: Purpose Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior. Design/methodology/approach A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling. Findings The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior. Originality/value This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.
  • Publisher: Bingley: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1558-7894
    EISSN: 1559-2243
    DOI: 10.1108/JABS-08-2015-0118
  • Source: ProQuest Central
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