A STUDY ON CUSTOMER ATTITUDE TOWARDS LUXURY PRODUCTS A SPECIAL REFERENCE TO KANYAKUMARI DISTRICT

The objectives are to study consumers' attitude about luxury goods with special reference to the Kanyakumari consumers and to select the themes from the existing ones from the attitude scale to luxury items for the non-available item spaces as mentioned in a priori classification of attitudes to luxury products using the statistical tools. Consumers' attitude about luxury goods in Kanyakumari perspective has been examined through an empirical investigation that was carried out among urban respondents belonging to different social strata in Nagercoil, Marthandam and Kanyakumari. We have proposed two hypothesis where separately attitude and mode of income toward luxury brands positively affect the intention to use the goods. Furthermore, intention to use luxury brands does not positively influence actual usage of the same. Finally through qualitative process, we have determined the non-available item spaces as mentioned in a priori classification of attitudes to luxury. The findings support the hypothesis that mode of income and consumption, attitude of the consumers did not affected. The findings show the mode of income and measures of attitudes, subjective norms, and intention of the consumers.