A Study on students’ attitude and intention towards the purchase of luxury brands

Authors

Dr. K. Srinivasa Krishna (Assistant Professor)
Madanapalle Institute of Technology & Science.

Y. Suryanarayana Murthy (Assistant Professor)
Prasad V. Potluri Siddhartha Institute Of Technology.

Abstract

The point of investigation is to analyze the attitude levels pertaining to luxury brands in India. The research investigates factors took into study attitude, intention, purchase, subjective norms, Age influence the intention towards luxury brands. A structured questioner was prepared to collect the data and 400 responses were collected. The technics used were descriptive statistics, regression, and factor analysis.