• UMME ZAINEB
• SAMUDRA DASGUPTA

Through this research we aim to investigate on the factors that are driving the people towards the main reasons of consumption of luxury branded products and why they are motivated to purchase such luxury goods products over the normal ones available in the market, considering the fact that this particular segment of goods in market involves strong consumer emotions. Not all can afford luxury, but luxury is a very subjective and multi-faceted concept. In this research we will study about the top most luxury fashion brands which are listed. In this study we have used convenience sampling in order to identify the potential factors as we are interested in discovering the opinion and the buying patterns of the undergraduate students in the luxury market. A total of 466 respondents are included in our research and the data has been collected by the means of circulating online questionnaires and the further analysis has been done using the SPSS software. Through this research we got to know the impacts and the various relationships between the luxury goods and the customers and what leads to brand loyalty.

luxury goods, consumer emotions, buying patterns, brand loyalty

"BUYING DECISION OF LUXURY GOODS IN INDIA: A STUDY ON UNDERGRADUATE STUDENTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.624-631, February-2019, Available :http://www.jetir.org/papers/JETIR1902979.pdf

"BUYING DECISION OF LUXURY GOODS IN INDIA: A STUDY ON UNDERGRADUATE STUDENTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp624-631, February-2019, Available at : http://www.jetir.org/papers/JETIR1902979.pdf