Conceptualizing luxury buying behavior: the Indian perspective

Abstract

Purpose

The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context.

Design/methodology/approach

The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India.

Findings

A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior.

Research limitations/implications

The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation context and a set of testable propositions to further validate using quantitative research.

Practical implications

Provides the manager with a workable model of luxury buying behavior that he/she could use to generate the right consumer responses.

Originality/value

The present study is the first of its kind which integrates cultural backdrop, antecedents and consequences of luxury consumption in the context of a developing nation.

Citation

Jain, V., Roy, S. and Ranchhod, A. (2015), "Conceptualizing luxury buying behavior: the Indian perspective", Journal of Product & Brand Management, Vol. 24 No. 3, pp. 211-228. https://doi.org/10.1108/JPBM-07-2014-0655