Skip to main content
Article thumbnail
Location of Repository

Psychological and cultural insights into consumption of luxury western brands in India

By Teck-Yong Eng and Julie Bogaert

Abstract

India has always had wealthy elites such as the maharajas, upper class and royalty that consume luxury products throughout its consumption history. The relatively recent economic rise of the middle class with an increase in disposable income is leading to consumption of luxury en mass. This qualitative study examines why consumers buy luxury, what they believe luxury is and how their perception of luxury impacts buying behaviour in the context of India. The present study explores luxury constructs drawn from the literature and provides some explanation for luxury consumption behaviour in India. The findings reveal that psychological and cultural factors in Indian society play a major part in shaping luxury consumption. While the findings suggest little support for homogenous luxury preference, Indian consumers share cultural characteristics of lavish consumption of luxury and display of wealth in social functions. Luxury reflects conspicuous consumption and status, and signals wealth for individuals, and conveys social identity and status in Indian society

Topics: ccms, psy
Year: 2010
OAI identifier: oai:eprints.bournemouth.ac.uk:13547

Suggested articles

Citations

  1. 1085, rue de la blanchisserie, 59270 Saint-Jans-Cappel,
  2. (2007). A model of motivated cognition to account for the link between self-monitoring and materialism”, doi
  3. (1999). A Review and a Conceptual Framework of PrestigeSeeking Consumer Behavior”,
  4. (1977). Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness”, doi
  5. (1994). An Expanded Sourcebook of Qualitative Data Analysis, 2nd edition. London UK: doi
  6. (1991). Artefacts, identity and transition: favourite possessions of Indians and Indian immigrants to the United States”, doi
  7. (1994). Attitudes toward the concept of luxury: an exploratory analysis”.
  8. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture”, doi
  9. (1985). Case research in marketing: opportunities, problems and a process”, doi
  10. (2004). Chairman’s Message”, doi
  11. (1983). Cognitive structure across consumer ethnic subcultures: a comparative analysis”,
  12. (2007). Connectedness and worthiness for the embedded self: A material culture perspective”, doi
  13. (2001). Consumers’ need for uniqueness: Scale development and validation”, doi
  14. Corresponding author: Professor Teck-Yong Eng, PhD, Professor of Marketing, Director, Centre for Research in Management, The Business School, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road,
  15. (1996). Cross-cultural differences in materialism”, doi
  16. (1994). Cross-cultural differences in the self concept. A test of Hofstede’s individualism/collectivism distinction”, doi
  17. (1992). Cross-cultural materialism : Commodifying culture
  18. (1989). Cross-Cultural Perspectives on the Dynamics of Prestige”, doi
  19. (1991). Culture and the self: Implications for cognition, emotion and motivation”, doi
  20. (1980). Culture’s Consequences: International differences in work-related values, doi
  21. (1991). Cultures and organisation: Software of the Mind. London: McGrawHill Hofstede,
  22. (2000). Do counterfeits devalue the ownership of luxury brands?”, doi
  23. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries”, doi
  24. (1995). Exclusivity strategies in pricing and brand extension”, Unpublished doctoral dissertation,
  25. (1990). Flaunting it,
  26. (1999). Global brands: Taking stock”, doi
  27. (2007). Global luxury goods market growing at 9% per year despite uncertain signals.
  28. (1994). Handbook of qualitative research. Thousand Oaks, doi
  29. (1982). Hedonic consumption: Emerging concepts, methods and propositions”, doi
  30. (2004). How global brands compete”,
  31. (2003). How perceived brand globalness creates brand value”, doi
  32. (2006). Images of success and the preference for luxury brands”, doi
  33. (2003). Is ‘culture’ a justifiable variable for market segmentation? A cross-cultural example”, doi
  34. (1997). Japanese shopping habits”, The Honolulu Advertiser,
  35. (1991). JCB 72AUTHOR COPY Eng and Bogaert Psychological and cultural insights into consumption of luxury
  36. (2006). Luxury and wealth”, doi
  37. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. doi
  38. (2007). Marketing Research: An Applied Orientation, 3rd ed.,
  39. (1987). Marketing the Premium Product”, doi
  40. (2007). Measuring consumers’ luxury value perception: a cross-cultural framework”,
  41. (2004). Measuring perceptions of brand luxury “, doi
  42. (1988). On the scientific status of consumer research and the need for an interpretive approach to studying consumption behaviour”, doi
  43. (1998). Personal Taste and Family Face: Luxury Consumption doi
  44. (1988). Possessions and the extended self”, doi
  45. (2007). Press release, 11th Annual World Wealth Report,
  46. (1982). Reference group influence on product and brand purchase decisions”, doi
  47. (1998). Research and publishing issues in large scale crossnational studies”, doi
  48. (2005). Saris and Louis Vuitton: Luxury brands eyeing India for future growth”,
  49. (1982). Scarcity and consumer choice behaviour”, doi
  50. (1994). Scarcity and preference: An experiment on unavailability and product evaluation”, doi
  51. (1991). Scarcity effects on value: a quantitative review of the commodity theory literature”, doi
  52. (1991). Selves in transition: symbolic consumption in personal rites of passage and identity reconstruction”, doi
  53. (2008). Susceptibility to global consumer culture: A threedimensional scale”, doi
  54. (1988). The Confucius connection: from cultural roots to economic growth. doi
  55. (2007). The Cult of Luxury Brand, Inside Asia’s Love Affair with Luxury,
  56. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction”, doi
  57. (1989). The effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review”, doi
  58. (1989). The elderly audience: Correlates of television orientation”, doi
  59. (1993). The exclusive value principle”, doi
  60. (2010). The Financial Times doi
  61. (1996). The functions of luxury: a situational approach to excursionism”,
  62. (1993). The market for luxury goods: income versus culture”, doi
  63. (2003). The marketing of luxury goods: an exploratory study - three conceptual dimensions”, doi
  64. (2003). The return of the global brand”,
  65. (1936). The study of man, doi
  66. The Theory of the Leisure Class. doi
  67. (1991). Why we buy what we buy: A theory of consumption values”, doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.