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Abstract

Luxury

is something associated with esteem needs of individuals and specially women like to shop more.

This

study explores the behaviour and involvement of old generation Y female consumers (18-26) towards luxury fashion clothing brands.

OBJECTIVES
The several objectives which our research expected to accomplish are: To examine old generation Y female consumers involvement for luxury brands of fashion clothing and how they understand and define luxury brands? How old generation Y female consumers perceived luxury fashion clothing brands? Does their perceived brand status and brand attitude effect their willingness to pay for fashion clothing luxury brands?

RESEARCH METHODOLOGY

TYPE OF RESEARCH

Descriptive Research:-Descriptive research helps us in describing the state of affairs as they exist. The main characteristic of this method is that the researcher has no controls over the variables; he can only report what has happened and what is happening. Here the methods of research utilized for this purpose were:Survey done through the Questionnaires.

SAMPLE

DESIGN Convenient Sampling SAMPLE Female consumer (18-26) yrs

TYPE OF DATA COLLECTED

PRIMARY DATA SECONDARY DATA Questionnaires For the purpose of collecting Internet, Articles, maximum primary data a structured questionnaire was Newspapers
used wherein questions pertaining to the satisfaction level of the customers about luxury brand products, the quality, color, vairety of the products, the availability of the different brands etc were incorporated.

CONCLUSION
Old

generation Y female consumers are able to describe luxury fashion clothing to some extent and show a positive involvement towards it. Price tag and brand reputation are perceived the vital factors which differentiate luxury brands from normal brand. Old generation Y female consumers are willing to pay for luxury fashion clothing.

Taken

into consideration mostly female consumer showed positive interest in buying luxury clothes during discount time keeping brand image into consideration. Respondents are satisfied with services ,quality, ambiance, variety offered by the luxury brands but not with the price. Female consumers generally get idea about the brand from their family and friends.