Attitude of Young People of India Towards Luxury Brands

Minor Project Synopsis On â€Å"Attitude of Young people of India towards Luxury Brands† Introduction: A couple of generations ago, a typical purchase decision for the average Indian would be choosing between, say, clothes and electronic goods whenever they had a little cash to spare. Today, the customers’ dilemma involves making up their mind between Prada and Gucci, Merc and Lamborghini. Marie Antoinette would say, â€Å"If they can’t have bread, give them brands instead!† In a relatively short time span of 20 years, India has moved from pavement markets to swanky malls, from frugal minded consumer to who want it all and from a population largely obessed with celebrity gossip to one which yearns to gain knowledge. India is taking†¦show more content†¦3. LUXURY’S NEW DESTINATION – CHANGING PARADIGMS OF THE INDIAN CONSUMERS – AN EMPIRICAL STUDY * DR. BUSHAN D. SUDHAKAR*; ARUN KUMAR. PARISE * International Journal of Multidisciplinary Management Studies * Vol.2 Issue 1, January 2012, ISSN 2249 8834 * Online available at http://zenithresearch.org.in/ In this study the researcher investigate, Indian consumer migration towards Luxury brands form value middle tier brands. The findings suggest that there is significant difference with the gender difference, social status, price, quality to purchase a luxury good. There is a higher association between the annual household income and Purchase of luxury goods It clearly says that affordability, quality, availability, celebrity, self-satisfaction, image and social status are the key drivers to the migration of consumers to Luxury brands from value middle tier branded goods. It confirms the view that brand perception and purchase value is, apart from socially oriented motives of buying to impress others also affected by financial, functional, and individual aspects. It would seem that the dimensions presented in this paper are appropriate variables for segmenting the market for branded items. 4. ATTITUDES TOWARDS THE CONCEPT OF LUXURY: AN EXPLORATORY ANALYSIS * Bernard Dubois, Groupe H.E.C amp;Show MoreRelatedLuxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture1834 Words   |  8 PagesLuxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture â€Å"Luxury is a necessity that begins where necessity ends† Coco Chanel The display of luxury signifies individual power and achievements. The manner which people dress reflects economic, political, social standing and self worth. Christian Dior quoted â€Å"it seems to me that women and men instinctively yearn to exhibit themselves†. 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