An Analysis Of Luxury Product Purchasing Behavior Of Malaysian University Students

Ayupp, Kartinah and Noor Ling, Lee and Tudin, A Rabaah (2013) An Analysis Of Luxury Product Purchasing Behavior Of Malaysian University Students. Asian Journal Of Social Sciences & Humanities, 2 (4). pp. 219-227. ISSN 2186-8492

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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.

Item Type: Article
Uncontrolled Keywords: Behavioural science, purchasing behaviour, group influence, Gen Y, luxury products, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Faculties, Institutes, Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 23 Oct 2014 07:59
Last Modified: 01 Mar 2017 07:27

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