A Review Paper on Identification of Different Types of Indian Luxury Customers in the Apparel Sector with respect to Consumer Behaviour.
- review, luxury, segmentation, Indian, consumers
Copyright (c) 2019 IJRDO - Journal of Business Management (ISSN: 2455-6661)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
India is on the fast-track to become one of the biggest luxury markets in the world. A lot of global luxury brands have entered India in the last 15 years. India is a large country with a lot of diversity. To distinguish themselves in the ever-expanding luxury customer base, luxury brands need to apply branding strategies specific to the Indian luxury consumer. A luxury brand cannot sustain itself by just applying its global, culture-neutral brand strategies in India. Thus, knowing, differentiating and segregating its consumer base becomes an important exercise for the brands to have successful marketing campaigns. This paper reviews the various consumer luxury segments studied and discovered across the globe and especially in India. The paper also discusses the various marketing strategies adopted by the luxury companies in India.
APLF. (2011, April 9). india-and-china-to-spur-luxury-growth. Retrieved from http://www.aplf.com: http://www.aplf.com/en-us/leather-fashion-news-and-blog/news/7212/india-and-china-to-spur-luxury-growth
Banerjee, S., & Mishra, J. (2015). An analytical study on Identification of the types of Indian Consumers in the Luxury Segment through Application of AIO Model. Globsyn Management Journal, 9, 18-32.
BCG. (2017). BCG Altagamma True-Luxury Global Cons Insight 2017 - presentata.pdf. Retrieved from https://altagamma.it: https://altagamma.it/media/source/BCG%20Altagamma%20True-Luxury%20Global%20Cons%20Insight%202017%20-%20presentata.pdf
Branchini, A., & Altagama, F. (2016, 12 27). luxury-consumers-and-marketing-mix-for-luxury. Retrieved from https://retailoptasia.wordpress.com: https://retailoptasia.wordpress.com/2016/12/27/luxury-consumers-and-marketing-mix-for-luxury/
Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia's love affair with luxury. Nicholas Brealey Publishing, London.
Chiagouris, L. (1991). The Personal Dynamics of the Decision Maker. New York.
Ciornea, R., Pop, M.-D., & Bacila, M.-F. (2012). Segmenting Luxury Market Based on the Type of the Luxury Consumed. Empirical. International Journal of Economic Practices and Theories, 2.
Dubois, B., & Duquesne, P. (1993). The Market for Luxury Goods: Income versus Culture. European Journal of Marketing, 35-44.
Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes towards luxury: empirical evidence from twenty countries. Marketing Letters, 115-128.
Gardyn, R. (2002). Oh, the good life. American Demographics, 31-35.
Gupta, A. (2017, October 17). what-makes-the-indian-luxury-consumer-tick. Retrieved from www.luxurydaily.com: https://www.luxurydaily.com/what-makes-the-indian-luxury-consumer-tick/
Han, Jee , Nunes, Joseph, Drèze, Xavier , & Marshall. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing - J MARKETING, 1547-7185.
Hornik, J. (1989). A Temporal and Lifestyle Typology to Model Consumers’ Smoking Behavior. Advances in Consumer Research, 16, 44-50.
Hudders, L., Pandelaere, M., & Vyncke, P. (2013). Consumer Meaning Making: The Meaning of Luxury Brands in a Democratised Luxury World. International Journal of Market Research, 391-412.
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 231-245.
Jain, V., Pingle, S., & Daswani, A. (2012). Understanding Indians Purchase Behaviour Process: Luxury Apparel Sector. Metamorphosis, 11(1), 82-94.
Kapferer. (2008). The new strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page.
Ngai, J., & Cho, E. (2012). The young luxury consumers in China. Young Consumers: Insight and Ideas for Responsible Marketers, 13(3), 1-12.
Srivastava, R., Bhanot, S., & Srinivasan, R. (2016). (2016) Segmenting Markets Along Multiple Dimensions of Luxury Value: The Case of India, 22:1,. Journal of Promotion Management, 22(1), 175-193.
The moodie report. (2006, May). Consumer Dynamics: Luxury in India. Retrieved from www.moodiereport.com: http://www.moodiereport.com/pdf/tmr_may_06_11.pdf
Vigneron, F., & Johnson, L. (2004). Measuring perceptions of brand luxury. Journal of Brand Management.
Wiedmann, K., Hennings, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology of marketing, 26(7), 625-651.