Effect of value perceptions on luxury purchase intentions: an Indian market perspective

ABSTRACT

India is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.

KEYWORDS:

• India
• luxury
• purchase intention
• structural equation modeling
• value perceptions

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Sheetal Jain

Sheetal Jain has more than 13 years of experience in academia and industry. She is founder & CEO of Luxe Analytics, a specialized luxury market intelligence and strategic advisory firm. Currently, she is working as an assistant professor in IILM, India. She has been awarded ‘Gold medal’ by AIMA for being the All India Topper in the PGDM program. Her research papers have been published in refereed national journals and international journals like Journal of Asia Business Studies, South Asian Journal of Management, Journal of Fashion Marketing and Management, etc. She is in the review panel of various refereed international journals. She has made paper presentations in international/ national conferences including LVMH-SMU; IIM Ahmadabad; IIM Kashipur; IIT Delhi, etc. Her research paper has received 'Outstanding Paper Award' in the 2018 Emerald Literati Awards.

Sita Mishra

Sita Mishra has more than 20 years of experience in industry as well as academics. Currently, she is working as an associate professor in IMT-Ghaziabad, India. She has qualified National Eligibility Test for Faculty (NET), conducted by University Grants Commission (UGC), Government of India, New Delhi, 1993 and is also a Junior Research Scholarship holder, granted by UGC. She has published more than 40 research papers in international/national journals/book chapters and presented papers in international/national conferences, besides being on the reviewing board of a few.