An understanding about the consumer buying behaviour towards luxury brands and luxury products

Abstract

Over the years, the luxury concept got more attention as it rapidly grew around the world. Some people feel fulfilling if they are leading a materialistic life and feel privileged that they are luxury consumers. In spite of the fact that the luxury concept is heavily searched, it was decided to choose this topic because in Malta there is lack of information in this regard. Therefore, the main objectives of this research were to discover if Malta experienced an increase in consumption of luxury products and to analyse what are the main forces pushing the Maltese consumer to purchase a luxury fashion product. This research employed quantitative measures by using a structured questionnaire, which was distributed via social media, specifically Facebook. The questionnaire was mainly based on Wiedmann, Hennigns and Siebels (2009) research, where even their study explores the consumer motivations related to luxury products. Convenience sampling was used to collect the primary data. This sampling approach generated a total of 403 respondents. Additionally, to analyse the results IBM SPSS software was used. The results indicate that the respondents increased their consumption during the past five years. Furthermore, this increase in influenced by functional, individual and social values, where it is shown that respondents are heavily motivated to purchase luxury fashion products due to social values.