MOTIVATION OF INDIAN CONSUMERS TO CHOOSE INTERNATIONAL LUXURY BRANDS
Chandna, Shridhar (2015) MOTIVATION OF INDIAN CONSUMERS TO CHOOSE INTERNATIONAL LUXURY BRANDS. [Dissertation (University of Nottingham only)]
This dissertation seeks to ascertain the motivations of Indian consumers towards the purchase of International luxury brands, the significance of luxury in the Indian markets, interpersonal and personal motivations to purchase International luxury brands’ products and the influence of Indian culture on the luxury purchase motivation. The research process was conducting using in-depth interviews and followed an interview guide. Fourteen Indian participants were involved in the interviews and the snowball sampling technique was applied. This research adopted thematic analyses to analyze the interview results.
Actions (Archive Staff Only)