Litereature review luxury apparel india
The purchase of fashion clothing may be governed by social sanction and acceptability. The rich class spends more on lifestyle and luxury goods. Inthe average Indian spent on eight product categories, whereas in the number of categories increased to 17, and included mobile handsets, gifts and durables, among others.
If involvement was dependent upon internal drives and motivations, it would differ from individual to individual 1920 and should satisfy certain individual goals.
In India, where most of the values are still family-driven and group-directed, 2 the purchase of fashion products would be governed by strong social approval.
The consumption of any product is dependent upon the kind of involvement consumer has for the product category and high involvement would imply greater cognitive, and affective evaluations of the product.
On the other hand, for the middle class, besides spending on goods of basic necessities, they also spend on education of their children and lifestyle goods.
Consumer buying behaviour apparel industry in india
In India, fashion clothing reflects the status of the individuals and conveys education and career achievements. Since India is one of the emerging markets for luxury marketers, the current study is apt, as it will help luxury retailers and marketers to understand the psyche of Indian consumers. However, there is a dearth of research from the Indian perspective. We believe that gender differences in fashion clothing involvement may be reflected among Indian youth also. The core benefit associated with brands is that it symbolizes a rank, and bestows status, value, quality to the consumer and thereby enhances the image of the user. Consumers' Need for Uniqueness Snyder and Fromkin worked on the uniqueness theory and concluded that individuals try to maintain moderate level of self-distinctiveness, since they perceive that extreme similarity or dissimilarity to the group is unpleasant. The rich class spends more on lifestyle and luxury goods. Hypothesis 1a: There will be a relationship between fashion clothing consumption involvement and product involvement. Luxury brands are expensive and thus are not only consumed for the product-related attributes, but are also consumed due to non-product attributes. The branded clothing manufacturers are establishing apparel stores in India, and fashion involvement of youth with branded clothes would open marketing opportunities to them. A dazzling array of luxury brands is now wooing Indian consumers. The report also revealed that despite the high tariffs, the prices in India are on a par with those of Singapore, thus making domestic luxury purchases more practical.
This research tries to examine the impact of consumer's uniqueness dimensions and fashion consciousness on their attitude towards luxury brands.
based on 43 review