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Title: Antecedents of Luxury Consumption in India An Empirical Investigation
Researcher: Sharda Nikita
Guide(s): Anil K. Bhat
Keywords: Luxury Consumption, Indian Consumer
Social Sciences,Economics and Business,Management
University: Birla Institute of Technology and Science
Completed Date: 2018
Abstract: Across the developed world, industrial development and globalization has ushered the rise in affluence and consumerism. At present, the Indian luxury consumers have moved beyond High Net Worth Individuals. The growing aspirations i.e. the acquisitive desires and rising income levels have marked a shift in the potential of Indian luxury consumers to the upper-middle class segment. Engagement in lavish lifestyles and aspirations of the nouveau rich to join their western counterparts by owning and possessing internationally famous brands to maintain their global consumption standards have resulted in the rise of a luxury consumption class in India. This new mass interest has fuelled the growth of luxury in India which is indicative of the changing Indian luxury consumers. newlineThe Indian luxury market once considered as impenetrable, has become an attractive destination for the international luxury marketers. India is one of the fastest growing economies in the world but ironically, it has received scant attention of researchers investigating luxury consumption. The tremendous potential of the Indian luxury market demands attention of researchers to provide an in-depth understanding of the Indian luxury consumers. The growth of the lifestyle luxury sector such as apparel, accessories, watches, jewellery is because the Indian consumers now desire a luxurious life. newlineOur study aims to identify, propose and test the relationship between antecedents of attitude towards luxury consumption of young Indian consumers. The scope of the study is themed towards conspicuous consumption of luxury goods in the categories of apparel/accessories and watches/jewellery. As is obvious, our study had two major objectives. The first objective is to identify the possible antecedents that can influence the luxury consumption in India. As attitudes and intentions serve as precursors of luxury consumption, we have referred to luxury newlineconsumption to indicate the effect of the antecedents on both of these variables in a general sense. The second obje
Pagination: 202
Appears in Departments:Management

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