Purpose

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.

Design/methodology/approach

The study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.

Findings

The study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.

Originality/value

Research on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

中文翻译：

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了解年轻消费者的奢侈品购买意愿：定性分析

目的

该研究旨在调查印度奢侈品牌的主要购买驱动因素。鉴于这一目标受众的主要部分是年轻消费者，该研究的重点是从印度年轻消费者的角度确定这些奢侈品购买的前因。

设计/方法/方法

该研究采用解释性研究立场，采用深度访谈形式的定性技术。总共对 62 名受访者进行了采访，然后使用内容分析对转录的采访进行了分析。

发现

该研究确定了有助于最终购买决策的三个主要价值维度：功能、社交和情感。该研究还强调了互联网和网络对奢侈品牌的重要性，以及印度年轻消费者如何在线消费奢侈品。

原创性/价值

对奢侈品牌的研究仍处于起步阶段。尽管在先前的研究中已经在奢侈品牌的背景下检验了诸如经济价值、品牌起源、社会认同、声望、自我一致性等变量。然而，这些研究受到限制，因为它们要么是特定于产品的，要么没有将奢侈品牌的实际用户作为样本进行处理。最重要的是，这些研究都没有反映新兴市场（尤其是印度）年轻消费者的购买行为。鉴于印度奢侈品牌的增长，调查影响新兴市场奢侈品牌客户购买意愿的因素是值得的。