Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

2023, Vol. 4, Issue 1, Part B


Indian consumer preference for different branding attributes of the affordable luxury apparel market in India


Author(s): Sheena Gupta and Dr. Sougata Banerjee

Abstract: Affordable luxury is developing at a rapid pace in a developing country like India. Growing number of HNIs and urban middle-class, which has a penchant for luxury brands, are some of the reasons for the growth of affordable luxury brands. Different consumers purchase these brands to satisfy different needs. Some do it for self-actualisation, some purchase luxury brands for their hedonic value and some for their conspicuous value. This paper discusses the preference of Indian consumers towards different affordable luxury attributes in apparels. A conjoint analysis was conducted with visible logo, price and nationality as attributes.

Pages: 98-103 | Views: 745 | Downloads: 465

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Asian Journal of Management and Commerce
How to cite this article:
Sheena Gupta, Dr. Sougata Banerjee. Indian consumer preference for different branding attributes of the affordable luxury apparel market in India. Asian J Manage Commerce 2023;4(1):98-103.
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