An Analytical study of the Affordable Luxury Apparel Market in India – Identification of the Key Factors Influencing the Consumer Buying Behaviour

Abstract

The changing profile of the luxury consumers in the swiftly growing affordable apparel luxury market in India makes it important to investigate the perception of luxury and its implications from the consumer perspective in the Indian market. In this study the researchers tried to explore the present scenario of the affordable luxury apparel market in India and the various reasons responsible for the consumer buying behaviour in this category. Factor analysis was performed and thirteen factors were extracted which explained the consumer buying behaviour towards the affordable luxury apparel brand in India. The hypothesis testing through chi square indicated the dependency of the various behavioural factors driving the consumers for a purchase on the demographic variables gender, age and income.