Female buying behaviour towards luxury fashion brands an analytical study on young Indian women

Consumer Behavior has always been a meadow of an immense concern and it differs from consumers to consumers. Several factors are accountable for this like knowledge, income, lifestyle, social class, background, customs &traditions etc. India has become luxury consumption country; its rapid economic growth is enhancing employment and business opportunities and in turn escalating disposable incomes. There has been rapid transformation in the Indian luxury landscape owing to mishmash of economic and social factors like rising affluence, exposure to media, accessibility of luxury brands, market regulations etc. Shopping and fashion plays a vital role in young women's lifestyle. In this context, the present paper makes a modest attempt to analyse the relationship between the personal values, social recognition, and demographics factors and purchase intention Indian female students toward luxury fashion brands. The aim of the paper is to determine various factors which affect the behavior and decision making of women buyers towards luxury fashion brands. To achieve this objective, a structured questionnaire was developed to enquire from Indian female students about their personal values, social recognition and demographics as well as their shopping behaviour. To estimate this we employ, Chi-square test, ANOVA, Pearson correlation test to conclude objective of the study. Findings indicates that factors like materialism, the need for uniqueness, conformity, and vanity have robust significant values showing that these factors are very influential toward Indian female students’ luxury brands purchasing intentions. Ethnocentrism is found to be insignificant in this context. The present paper will be beneficial to the luxury marketers to manoeuvre in formulating the marketing strategies to influence their purchase for luxury brands decisions.