Consumer Attitude Towards Luxury Fashion Brands: A Study of Delhi-NCR

Abstract

Purpose – This paper aims to examine the effects of functional value, individual value and social value dimensions on consumer attitude towards purchasing luxury fashion brands.
Methodology– The study is designed to determine whether the functional value, individual value and social value perceptions positively impact the attitude towards luxury fashion brands. A total of 200 respondents living in Delhi and NCR participated in the survey. Snowball sampling method is used in the study. Rating scale items were adapted from Wiedmann, Hennigns and Siebels (2009) study to investigate consumer attitude towards luxury brands. Correlation and regression analysis techniques along with crosstab analysis are used to test the relationship between variables.
Findings – The findings suggest that the functional value positively influences attitude towards luxury brands. Individual value is also positively related to attitude towards luxury brands and the last variable social value too has been found to have significant positive impact on consumer attitude towards luxury brands, using regression analysis. However, the correlation results showed significant positive association between functional, individual value and attitude towards luxury brands but the correlation between social value and attitude towards luxury fashion brands was not significant at significance level of 0.01. And by using multiple regression technique, it has been found that the most important factor out of these three factors is Individual value which has the highest impact on attitude towards luxury brands.
Practical implications – This study provides valuable managerial implications that enable the marketers to approve and formalize effective strategies that will facilitate them to capture additional target market and to enhance consumption of fashion products. Further given that functional value, individual value and social value have a significant impact on attitude towards luxury, marketers could realize large scale economies by standardizing their policy for these dimensions of luxury.
Originality/value – Given that the Indian market provides growth opportunities for luxury brands, there has been limited empirical research on Indian consumers relating to functional, individual, and social value dimensions and their attitude towards luxury brands. In this regard, this paper is designed to fill this research gap.