Exploring Motivational Factors and Brand Equity as Drivers of Luxury Consumer Buying Behavior:An Empirical Study

The Indian luxury landscape is evidently undergoing strong transformation that is redefining the luxury consumer profile and also how luxury marketers need to function in this sector. This paper tries to study the factors that influence female luxury consumers' behaviour towards purchase of luxury goods. The study tries to combine the effect of motivational factors and brand equity on consumers purchasing decision. Data was collected using snowball sampling via mall-intercept method at different malls with high-end luxury stores in India. A self-administered questionnaire was employed. The framework was developed and structural equation modeling was used to test the hypotheses. The findings of the study showed significant relationship between motivational factors and brand equity with consumer behaviour.