An Analysis Of Luxury Product Purchasing Behavior Of Malaysian University Students
This paper examines the factors influencing the purchase of luxury products among Generation Y from the perspective of Malaysian university students. Self administered questionnaires were distributed to 450 students in five Malaysian public universities. In addition to questions regarding reasons fo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Journal Of Social Sciences & Humanities
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/5188/ http://ir.unimas.my/id/eprint/5188/1/an%20analysis%20of%20luxury%20product%20purchasing%20behavior%20of%20malaysian%20univerisity%20students%20%28abstract%29.pdf |
| Summary: | This paper examines the factors influencing the purchase of luxury products among Generation Y from the perspective of Malaysian university students. Self administered questionnaires were distributed to 450 students in five Malaysian public universities. In addition to questions regarding reasons for purchasing luxury products, the influential factors investigated are (a) income and social class; (b) learning and memory; (c) motivation and value; (d) perception; (e) personality and
lifestyle; (f) marketing mix; (g) group influence; and (h) the environment and situation. The results indicated that income and social class are the leading factors
influencing purchase of luxury products in the sample population. Based on the findings, implications for companies are discussed and further research is suggested. |
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