Factors Influencing Youth Purchase Intention Towards Luxury Fashion Brands

Siti Fatimah, Abdul Hamid (2015) Factors Influencing Youth Purchase Intention Towards Luxury Fashion Brands. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 pages) Factors Influencing Youth Purchase Intention Towards Luxury Fashion Brands 24 Pages.pdf - Submitted Version Download (420kB)

Abstract

Luxury brand can be say as highest income elasticity of demand, as individual become wealthier; they will buy more and more of the luxury good. Luxury fashion brands have always been a fascinating space and luxury brand seen as more exclusive and versatile. Luxury fashion brand not only needs to generate the desire for the seasonal collections, but at the same time it must also always making a new collections, so it would be continuously desirable and inspirational by fashion lover. As young generation, youth are in process to find and create their self-identity. They have intention to buy luxury fashion brand to show-off to their peers. In this research, there are three objectives that need to be achieve, customer profile in luxury fashion brands, factors in youth purchase intention towards luxury fashion brands, and most influencing youth purchase intention towards luxury fashion brands.

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