IMPACT OF CONSUMER PERCEPTION ON PURCHASE INTENTION OF LUXURY PRODUCTS
Journal: INTERNATIONAL JOURNAL OF RESEARCH -GRANTHAALAYAH (Vol.9, No. 9)Publication Date: 2021-09-30
Authors : S. Balakumaran M. Ramkumar;
Page : 365-369
Keywords : Consumer Perception; Luxury Products; Purchase Intention;
- IMPACT OF CONSUMER PERCEPTION ON PURCHASE INTENTION OF LUXURY PRODUCTS
- LUXURY BRAND PURCHASE INTENTION OF LUXURY COSMETIC PRODUCTS WITH THE INFLUENCE OF TRAIT OF VANITY AS MODERATING VARIABLES
- EFFECTIVENESS OF CONSUMER PERCEPTION ON FLAT PURCHASE INTENTION IN CHENNAI
- The Role of Consumers Perception on Purchase Intention of Eco-Friendly Products
- Consumer Purchase Intention towards Halal Cosmetics & Personal Care Products in Pakistan
Abstract
Though the current era has seen a huge extent of recession, due to the Covid 19 issue. But, the consumption of luxury products is seen to be remaining unchanged, even after the recession period. The concept of luxury can be seen in every place. It is the term which is commonly used by the individuals in their daily life. Luxury is the dream of every person for leading an exclusive lifestyle. It is the main element in the field of marketing management and also is a tagline in the campaigns of advertising and commercials. The study is done to examine the effect of consumer perception on the purchase intention of the luxury products. The respondents of the study are the consumers of luxury products residing at Chennai and they are selected through simple random sampling. The collection of data needed for the study is carried out using a questionnaire and the analysis is done by executing regression. The results of analysis show that the purchase intention was highly influenced by the consumer perception.
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