• Ms Deepika Mittal
• Dr. Rachna Gandhi

The purpose of this paper is to study the trends of luxury consumption in emerging countries like India. It investigates the luxury brand consciousness with respect to global and Indian brands especially in Luxury apparels. Further probing about the factors that lead to purchase intentions towards global or Indian luxury brands as far as Indian consumers are concerned especially in males and females across the age groups. On the basis of available literature on luxury consumption the prescribed question is going to be dealt with and to recommend some strategies to the marketers of the luxury brands to penetrate in Indian value conscious consumer segment.

High net worth individuals, conspicuous consumption, masstige, brand extensions, accessible super premium, populence effect, dream value, aided awareness, brand Conciousness, multiple response analysis

"Luxury brand awareness among Indian consumers: An empirical research with reference to National & International luxury apparel brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.830-847, June 2019, Available :http://www.jetir.org/papers/JETIR1907574.pdf

"Luxury brand awareness among Indian consumers: An empirical research with reference to National & International luxury apparel brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp830-847, June 2019, Available at : http://www.jetir.org/papers/JETIR1907574.pdf