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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 3 Issue 8 pp. 2245-2250 , 2013

An investigation on Iranian consumer behavior towards famous luxury brands Pages 2245-2250 Right click to download the paper Download PDF

Authors: Seyed Hamidreza Moteshakereh, Masoumeh sadat Abtahi, Ahmad Rahchamani

Keywords: Consumer behavior, Luxury brands, Purchase intention, Social norms

Abstract: During the past few years, there has been a growing trend on luxury good consumption among Iranian consumers. Many rich people change their mobile devices, purchase new expensive cars, etc. This paper investigates the effects of three factors including consumer perceived value, sensitivity to social norms and need for uniqueness on consumer’s intention to purchase luxury products based on the theory of planned behavior. The proposed study uses clustering technique and randomly chooses a sample of 250 rich people and distributes a questionnaire among them. The study uses structural equation modeling and the implementation of the proposed model has been executed using LISREL software package. The results indicate the all three factors, consumer perceived value, sensitivity to social norms and need for uniqueness, influence consumer intention to buy luxury goods. In addition, consumer knowledge is a mediator factor between need for uniqueness and purchase intention.

How to cite this paper
Moteshakereh, S., Abtahi, M & Rahchamani, A. (2013). An investigation on Iranian consumer behavior towards famous luxury brands.Management Science Letters , 3(8), 2245-2250.

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Journal: Management Science Letters | Year: 2013 | Volume: 3 | Issue: 8 | Views: 3877 | Reviews: 0

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