Consumer Behaviour for Luxury Brands : A Research on Repeat Purchase Intention

ISBN-13: 9786202057509 / Angielski / Miękka / 2017 / 152 str.

Mohammad Hussain

Opis

Repeat purchasing has now become a critical factor for marketers, especially in the luxury goods market. Repeat purchasing not only saves costs (as opposed to attracting new customers), but increases sales as well. Both past and current researchers have been keen in investigating what drives consumers to repeat their purchase. The purpose of this academic research is to examine the relationship between Hedonic Value (HV), Satisfaction (S), Consumer Inertia (CI) and Product Attribute (PA) with the Repeat Purchase Intention (RPI) for luxury brands among Generation Y consumers in Malaysia. The findings can be used by marketers to aid them in creating marketing strategies to maintain their current customer base, as well as attract new customers to purchase their luxury brands within their target market. This study can also motivate current researchers to further investigate in the field of luxury brands, in an attempt to bridge the gap between luxury brands and RPI.

O autorze

Hussain, MohammadHaving graduated from the University of Derby in 2015, Mohammad K. Hussain has pursued his interest in the field of business studies. After being awarded MBA in 2017 from Staffordshire University, he has successfully published an academic Journal.