A STUDY ON FACTORS INFLUENCING LIFESTYLE LUXURY BRAND PURCHASE & BEHAVIOUR INTENTION AMONG GEN Y CONSUMERS IN INDIA

Abstract

The Indian luxury landscape is experiencing solid evolutionary undercurrents that redefine the consumer profile and how luxury players must operate in this domain. The study aimed to understand the factors influencing lifestyle luxury brand purchase & behaviour intention among Gen Y consumers in India, considering five independent variables affected by the emotional decision to purchase luxury brands. The researcher studied the effect of brand consciousness, perceived quality, social influence, trait of vanity, and the need for uniqueness on luxury brands' behaviour and purchase intention.