Influence of Social Value on Purchase 0f Luxury Brands Concerning Demographic Variables : Case of India

• 발행기관: 한국유통과학회
• 저자명: Srini R. Srinivasan Sandeep Bhanot Eun Jin Hwang
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2017년 동계 국제학술대회, 175~179쪽, 전체 5쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.27

영문 초록

The purpose of the study is to understand the influence of social value on the purchase of luxury brands to find whether the perception of social value differs with demographic variables like gender, occupation, age, income, education, religion and marital status. Data collected from 1200 respondents in Mumbai. It was found that social value has a significant effect on the purchase of luxury brands and there was a significant difference in perception of prestige value among people of different age groups, gender, occupation, religion, and monthly income. There was a significant difference in perception of snob value among people of various age groups, ethnicity, gender, and religions. Luxury brand companies can target the right target segment by understanding how social value influences the purchase of luxury brands and whether there is any significant difference in social value concerning the various demographic variables. They can devise strategies to enable the right target segment to access their products efficiently.

목차

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

4. Conclusions

5. Managerial Implications

References

키워드

Demographic Variables Luxury Purchase Behavior Luxury Brands Social Value