Desire and likeliness to buy luxury products: mapping perceptions using multi-dimensional scaling
by Pearly Saira Chacko; Hareesh N. Ramanathan; Sanjeev Prashar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 18, No. 2, 2019

Abstract: The desire for luxurious products is a phenomenon which was reported even from the pre-historic era. In the west, much research has proven beyond doubt that luxury consumption which was once considered to be 'sinful' and 'wasteful', is now a way of life. When it comes to the case of women, craving for luxurious products are evident in some form or another. There is a considerable lacuna in the literature concerning the product categories that woman in India desire. This paper investigates product categories that women consider desirable and consequently tempted to purchase and the paper also creates a perceptual map that signifies the similarity of the product categories. Multi-dimensional scaling was used to map the aspiration to possess and willingness to purchase the luxury products in the near future. The results of this study are highly beneficial to both the practitioners as well as to the academia; as this research will provide a better understanding of the customer perception of their desire for conspicuous products.

Online publication date: Tue, 26-Feb-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com