The purpose of this paper is to explore the antecedents of customer perception and its effect on the purchase intention and finally on buying decision-making about branded products especially luxury products, finally the role of price discounts in converting intentions into buying decision. This research has been carried in NCR with a collection of primary data by including statements related to the customer perception, buying intentions regarding branded luxury products and one section of the questionnaire included statements of Price discounts and buying decisions. The study used Exploratory Factor Analysis, Structure Equation Modeling, and Mediation through AMOS 19 to analyze the data. Results explored four major determinants named Quality, Trust, Psychological, and Social which were considered to contribute to building the perception of any customer for branded products and creates the purchase intention which will finally be converted into buying decisions making. The price discount plays a role of partial mediation, where due to price discount available for luxury branded products the buying decision-making has been reduced significantly.

本文旨在探讨客户感知的前因及其对购买意愿的影响，最后探讨对品牌产品（尤其是奢侈品）的购买决策，最后探讨价格折扣在将购买意向转化为购买决策中的作用。这项研究是在NCR中进行的，主要数据的收集包括与顾客的看法，与品牌奢侈品有关的购买意图的陈述，问卷的一部分包括对价格折扣和购买决定的陈述。该研究使用探索性因子分析，结构方程建模和通过AMOS 19进行的中介来分析数据。结果探索了四个主要决定因素，分别是质量，信任，心理，被认为有助于建立品牌产品对任何客户的认知，并产生购买意向，最终将其转化为购买决策。价格折扣起到部分调解的作用，由于奢侈品品牌可以享受价格折扣，购买决策已大大减少。