Exploring the Determinants of Purchase Behaviour for Luxury Branded Durable Goods: An Analytical Study Centred on Patna District
DOI:
https://doi.org/10.66635/p12arf37Keywords:
luxury goods, purchase behaviour, brand awareness, Patna, consumer behaviour, durable goods, Tier-II marketAbstract
The sociopsychological, economic, and marketing determinants of the buying process in Tier-II cities are empirically under-researched, as luxury brands are making inroads in these new urban geographies with durable goods. The present study aims on identifying the factors influencing the purchase behavior of luxury branded durable goods products in Patna District, Bihar, which is one of the fastest urbanizing Tier-II markets in India. The study tests seven hypothesised factors (social status aspiration, brand awareness, income adequacy, peer influence, quality perception, after-sales service quality, and emotional appeal) using descriptive statistics, Pearson correlation, and multiple regression modelling with a structured questionnaire administered to 320 purposively sampled respondents. Quality perception (β = 0.41, p < .001) and brand awareness (β = 0.38, p < .001) emerged as the strongest predictors, with the seven-factor model jointly explaining 64.3% of the variance in purchase behaviour (R² = .643, adjusted R² = .634, F(7, 312) = 80.18, p < .001). All seven hypotheses were supported. The results contribute to the Customer Based Brand Equity theory and the conspicuous-consumption thesis in Tier-II India and provide a data-driven approach for luxury brand managers to focus more on quality communication, digital brand-building and localized experiential marketing in aspirational non-metropolitan markets. Theoretical implications and managerial considerations, as well as limitations and areas for further research, are discussed..
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