Understanding the Perception of Urban Youth towards Luxury Products in India: The Case of Lifestyle Brands

Understanding the Perception of Urban Youth towards Luxury Products in India: The Case of Lifestyle Brands

Registration ID: IJNRD_201880

Published ID: IJNRDTH00064

DOI: Click Here to Get

Tanishka Agarwal

Luxury, Purchase decision, Perception, Quality, Urban Youth

The luxury world is often riddled with questions like, Why is there such inequality in the market for luxury goods? Why do some luxury items command a premium price while others lose value? When we discuss the market for luxury items, these kinds of queries come. The main purpose of this study is to identify the various factors influencing the demand for luxury goods and how these changes affect the volatility of these items' prices on the secondary market. Luxury items make up a sizable portion of the secondary market, which is a vast market. Also, the elements influencing consumers' "perception" of luxury items have hardly ever been covered in earlier studies. The goal of this study was to learn more about how people view luxury items and other elements that affect consumers' "buying decisions" and analyse those findings. Furthermore, the factors affecting consumer's "perception" towards luxury goods have rarely been discussed in prior researches. This study aimed to find out and analyze the perception of urban youth towards luxury goods and other factors that influence the “purchase decision” of consumers. A survey was conducted and responses from a sample of 100 were collected. This research has revealed that consumers are highly “influenced” by “quality” and in their purchase decision. There are many reasons for the same. Firstly, since luxury items are not products of necessity, people are busy procuring necessary things. Secondly, luxury is aspirational which has taken a back seat. The results of current research have provided an insight into analyzing the perceptions of young consumers towards luxury products and a better understanding of how various factors influence the purchase decision.

Published Paper   E-Certificate

"Understanding the Perception of Urban Youth towards Luxury Products in India: The Case of Lifestyle Brands", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.8, Issue 7, page no.154-182, July-2023, Available :https://ijnrd.org/papers/IJNRDTH00064.pdf

Volume 8 Issue 7, July-2023

Pages : 154-182

Paper Reg. ID: IJNRD_201880

Published Paper Id: IJNRDTH00064

Downloads: 000121182

Research Area: Management

Country: Kolkata, West Bengal, India

Published Paper PDF: https://ijnrd.org/papers/IJNRDTH00064.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRDTH00064

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

IJNRD is Scholarly open access journals, Peer-reviewed, and Refereed Journals, High Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool), Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) with Open-Access Publications.

INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

Indexing In Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar | AI-Powered Research Tool, Microsoft Academic, Academia.edu, arXiv.org, Research Gate, CiteSeerX, ResearcherID Thomson Reuters, Mendeley : reference manager, DocStoc, ISSUU, Scribd, and many more

How to submit the paper?

Important Dates for Current issue

Paper Submission Open For: August 2025

Current Issue: Volume 10 | Issue 8

Last Date for Paper Submission: Till 31-Aug-2025

Notification of Review Result: Within 1-2 Days after Submitting paper.

Publication of Paper: Within 01-02 Days after Submititng documents.

Frequency: Monthly (12 issue Annually).

Journal Type: International Peer-reviewed, Refereed, and Open Access Journal.

Subject Category: Research Area