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Understanding the Luxury Purchase Intentions of Young Consumers: a Qualitative Analysis by Purva Sharma; Sudeepta Pradhan; Ankur Srivastava is a Business, Management and Accounting article available to read on EtoBox.

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## 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 ap

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Author

Purva Sharma; Sudeepta Pradhan; Ankur Srivastava

Publisher

Emerald

Published

2021

Language

EN

Field

Business, Management and Accounting (Social Sciences)