Luxury Products Buying Behavior Among Pakistani Consumers While Employing Post Materialism Theory

Abstract

The luxury brands compete in a highly competitive marketplace, where behaviour of consumers play a vital role in success of the luxury brands. Therefore, buying behaviour or purchase intention of consumers is associated with their behaviour. Hence, following study was designed to investigate the luxury products buying behaviour among the Pakistani consumers. For this purpose, survey was conducted on 500 luxury consumers in the Pakistan, and data was analysed through SPSS v.25. Meanwhile, for empirical analysis Pearson’s correlation, and multiple regression tests were conducted. The empirical results reveal that materialism, brand consciousness, need for uniqueness and attitude towards buying luxury has weak positive and significant relationship with the purchase intention. Moreover, multiple regression tests show that model is significant, but the impact of brand consciousness and attitude toward buying luxury is not significant on the purchase intention. However, buying behavior or purchase intention of consumers is positively and significantly affected by materialism and need for uniqueness. The study also provides recommendations and future implications for the policy makers and practitioners.