| Summary: | Aim of the Project
The main aim of the project is to explore the role of brand associations and conduct a comparative study to see the impact it has on the generation Y British Indian and Non-British Indian consumers purchasing luxury fashion brands. The three type of brand associations that would be tested are: product attributes, brand personality and country of origin.
Methodology
The methodology consisted of qualitative research, by which data was collected using semi-structured interviews. This study basically concentrates on the consumption of generation Y British-Indian and Non-British Indian consumers, which follows a study of brand association that this cohort associates with, with respect to luxury fashion brands. Therefore to gain a full understanding of these complexities an in-depth analysis was needed to be done.
Key Findings
Except for on certain levels, there generally does not exist a difference between the consumption of luxury fashion goods. The generation Y is appreciative of the new luxury brands that are hitting the marketplace now and also take since attempts to get to know the brands. They are well aware of the brands that they mostly associate with and are very brand loyal.
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