How digital platforms influence luxury purchase behavior in India?

Varsha Jain*, Don E. Schultz

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

In an emerging country such as India, consumers are tech savvy and connect easily with digital media platforms. They use these platforms even for luxury purchases. However, there have been only a few conceptual papers on this process. Therefore, this study aims to explain how digital platforms influence consumers’ decision for luxury brands in India. Two qualitative studies were conducted with young Indian consumers as they are the heaviest users of digital platforms and the most frequent purchasers of luxury brands. The first study consisted of 156 respondents in 15 focus groups in four major Indian cities. The second was made up of 95 on-site customer observations in 18 retail luxury stores and 45 consumers’ interviews. These data were further validated by 32 interviews with luxury brand managers and retail managers We found and developed a cyclical framework that projects digital media influences on Indian consumers at all the phases of purchase, i.e., pre-purchase is digital and hedonic, purchase is experiential and enjoyable while digital media is used and post-purchase is based on aspirations, lifestyles and virtual networks. More importantly, these consumers are always connected to reference groups digitally who significantly affect their purchase behavior and subsequent brand choices.

Original languageEnglish (US)
Pages (from-to)41-64
Number of pages24
JournalJournal of Marketing Communications
Volume25
Issue number1
DOIs
StatePublished - Jan 2 2019

Keywords

  • Indian consumers
  • Luxury brands
  • digital platforms
  • pre- and post-purchase behaviors

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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