1.

Gender wise distribution of respondents

Gender

N Valid 100

Missing 0
Table 4.1: Frequency and percentage of respondents by demographic characteristic
w.r.t

Gender

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 32 32 32 68

female 68 68 68 100.0

Total 100 100.0 100.0

The above frequency table and pie chart shows frequency distribution for gender of
respondents. Out of 100 respondents surveyed, 68(68%) were women and 32(32%) were
men. Most respondents in the survey were women.

2. Age

Age

N Valid 100

Missing 0

Table 4.2: Frequency and percentage of respondents by demographic characteristic w.r.t

Age
 Cumulative

Frequency Percent Valid Percent Percent

Valid less than 20 15 15.0 15.0 15.0

20 to 25 68 68.0 68.0 83.0

25 to 30 11 11.0 11.0 94.0

above 30 6 6.0 6.0 100.0

Total 100 100.0 100.0

The above frequency table shows frequency distribution for age of respondents. Out of
100 respondents surveyed, respondent groups aged between 20 and 25years were 68
(68.0%) followed by age groups between 25 and 30 years were 11(11%) followed by
age groups less than 20 years were 15(15%) followed by age group above 30 years
were 6(6%). Most respondents in the survey fall in the age group between 20 and 25
years.

3. Family Income

Income

N Valid 100

Missing 0

Table 4.3: Frequency and percentage of respondents by demographic characteristic w.r.t

Income
 Cumulative
Valid
Frequency Percent Percent Percent

Valid less than 2 Lakhs 8 8.0 8.0 8.0

2 to 5 lakhs 29 29.0 29.0 37.0

5 to 8 lakhs 44 44.0 44.0 81.0

above 8 lakhs 19 19.0 19.0 100.0

Total 100 100.0 100.0

The above frequency table shows frequency distribution for family income of
respondents. Out of 100 respondents surveyed, about 44 (44.0%) had an annual income
ranging between 5 to 8 lakhs followed by 29 (29.0%) had an annual income in between
2 to 5 lakhs followed by 19 (19.0%) had an annual income above 8 lakhs followed by 8
(8.0%) had an annual income of less than 2 lakhs. Most respondents in the surveyed
had an annual family income ranging between 5 to 8 lakhs.

4. Do you buy Luxury Fashion

Products

N Valid 100

Missing 0
Table 4.4: Frequency and percentage of respondents buy Luxury Fashion Brand
Products

Cumulative
Frequency Percent Valid Percent
Percent

Valid yes 82 82 82.0 82.0

no 33 12.0 100.
1
2
Total 100 100.0 100.0

The above frequency table shows frequency distribution for buying luxury products.
Out of 100 respondents surveyed, 82(82%) buy luxury products and 12 (12%) does
not go for luxury products.

4. Do you posses any luxury goods

N Valid 100

Missing 0

Table 4.5: Frequency and percentage of respondents possessing Luxury Fashion

Brand

Products

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 80 80.0 80.0 80.0

 No 20 20.0 20.0 100.0

Total 00 100.0 100.0

The above frequency table shows frequency distribution for respondents possessing
luxury products. Out of 100 respondents surveyed, 80(80.0%) possessing luxury
products and 20(20.0%) does not possessing luxury products.

5. How often do you purchase luxury brand products

N Valid 100

Missing 0

Table 4.6: Frequency and percentage of respondents how often do they purchase
luxury brand products?

Cumulative
Valid
Frequency Percent Percent Percent

Valid Often 26 26.0 26.0 26.0

sometimes
62 88.0
62.0 62.0
seldom
 Total 100.0
12 1
12.0 2.0

100 100.0 100.0

The above frequency table shows frequency distribution for frequency of luxury
product purchase. Out of 100 respondents surveyed, 62 (62.0%) purchase luxury
products sometimes followed by 26 (26.0%) buy luxury products often followed by 12
(12.0%) buy luxury products seldom.

Source of Information

Cases

Valid Missing Total

N Percent N Percent N Percent

Source of 100 100.0% 0 .0% 100 100.0%

Information

a. Dichotomy group tabulated at value 1.

Table 4.10: Frequencies of Source of Information about luxury fashion
products

Responses
 Total 100.0% 100.0%

a.Dichotomy group tabulated at value 1.

The above table 4.10 shows multiple reason analysis for source of information about
luxury products. Each reason was measured using a two point scale.

1=Yes

0=No

Responses were analyzed using “Multiple Response Option” in IBM SPSS

Software 20.

Out of the total 100, YES response 235(25.0%) accounted for Online Adds,
199(21.2%) accounted for Television, 175(18.6%) accounted for Fashion Magazine,
119(12.7%) accounted for Friends, 90(9.6%) accounted for Face book, 73(7.8%)
accounted for Newspaper, 48(5.1%) accounted for Videos.

From the table 4.10 we conclude that Source of Information for purchasing luxury
products it can be seen that Online Adds and Television are the top two sources of
information for purchase of Luxury products and Newspaper and Videos are the
bottom two sources of information for purchasing luxury products.

Purchase Occasion

Cases

Valid Missing Total

N Percent N Percent N Percent

Purchase Occasion 100 100.0% 0 .0% 400 100.0%

a. Dichotomy group tabulated at value 1.

Table 4.13: Purchase Occasion

Responses

N Percent Percent of Cases

Purchase Occasiona Festive 20 20.0% 20.0%

Offers

Seasonal 30 30.0% 30.0%

Special 10 10.0% 10.0%

At any point 40 40.0% 40.0%

Total 100 100.0%

100.0%

The above table 4.13 shows multiple reason analysis for Influencers for purchase
luxury products. Each reason was measured using a two point scale.

1=Yes

0=No

Responses were analyzed using “Multiple Response Option” in IBM SPSS

Software 20.

Out of the total 100 YES response 161 (32.3%) accounted for at any point of time,
148 (29.7%) accounted for Seasonal, 101 (20.3%) accounted for Festive Offers,
88(17.7%) accounted for Special Offers.

From the table 4.13 we conclude that Purchase Occasions for purchasing luxury
products it can be seen that people purchase luxury products at any point of time is
the top most reason and Special Offer is the bottom reason for purchasing luxury
products.

Factor Analysis
 The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was 0.812

indicated that correlation between variables identified were suitable for

principal component analysis (Factor Analysis).

The Bartlett’s test of sphericity was significant P=0.000 indicating sufficient co

relationship between variables.

Table 4.18: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .826

Bartlett's Test of Sphericity Approx. Chi-Square 1809.140

Df 66

Sig. .000

Descriptive Statistics

Table 4.7: Mean and Standard Deviation of respondents for variable influencing
purchase of luxury products.

Descriptive Statistics

N Mean Std. Deviation

Statistic Statistic Statistic

High Quality 100 1.80 1.202

Best Design and Aesthetic 100 1.207

2.07

To fit in with friends 100 2.86 1.576

Esteem of brand 100 2.57 1.427

Follow the trend 100 2.84 1.333

Value for money 100 2.62 1.409

Brand name 100 2.50 1.328

Show off 100 4.16 1.955

Differentiate myself 100 3.65 1.765

Upper class status 100 3.49 1.712

Envy others 100 3.97 1.931

Representation of celebrity 100 3.62 1.734

Valid N (list wise) 100

Communalities

Initi Extract
al ion
Q1 Your attitude toward purchasing 1.0 .762
luxury goods is negative or positive 00
Q2
JDFDHFSUIHFIUVJFNDVJNBBIDF
N
Q 1.0 .781
2 00

L
u
x
u
r
y
g
o
o
d
s

a
r
e

w
o
r
t
h
l
e
s
s

o
r

w
o
r
t
h
w
h
i
l
e
Q
3

L
u
x
u
r
y

g
o
o
d
s

a
r
e

u
s
e
l
e
s
s

o
r

b
e
n
e
f
i
c
i
a
l
Q4 Many people around me have
luxury fashion goods
Q5 I feel social pressure to buy luxury
fashion goods
Q6 The people who I listen to could
influence me buy luxury fashion goods

1.0
To fit in with friends .462
00
Esteem of brand 1.0 .556
00

Follow the trend 1.0 .451

00
Value for money 1.0 .706
00
1.0
Brand name .537
00
1.0
show off .617
00
1.0
Differentiate myself .604
00
Upper class status 1.0 .561
00

Envy others 1.0 .680

00
Representation of celebrity 1.0 .723
00

Extraction Method: Principal Component

Analysis.

Total variance explained table (4.19)

The total variance explained table shows that three factors have Eigen values >1
cumulatively accounting for 62.01% of variance.

The scree plot which is a graphical representation of Eigen values and factors
suggested three factors to be retained. Although the point of inflection was slightly
below the point of inflection.
Table 4.19:Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

% of Cumulative % of Cumulative

Variance % Variance %
Total Total
1 4.575 38.129 38.129 4.575 38.129 38.129

2 1.670 13.917 52.046 1.670 13.917 52.046

3 1.196 9.965 62.011 1.196 9.965 62.011

4 .878 7.313 69.323

5 .740 6.169 75.492

.630 5.251 80.743

6
7 .522 4.348 85.091

8 .480 3.999 89.090

9 .399 3.326 92.416

10 .351 2.924 95.341

11 .307 2.555 97.896

12 .252 2.104 100.000

Component Transformation Matrix

Component 1 2 3

1 .868 .487 .103

2
-.291 .328 .899

3 .404 -.810 .426

Extraction Method: Principal Component

Analysis.

Conclusion: Based on factor analysis and reasons for purchasing luxury

fashion brand products it can be concluded that a luxury product buyer can be

classified as Status Conscious, Brand Conscious and Quality Conscious.

Tabl Confirmatory factor analysis
e II
Cronbach’s
Construct Item Standardized loading CR AVE MSV ASV

Attitude AT1: Your attitude toward purchasing 0.889 0.822 0.861 0.675 0.32 0.14
luxury goods is negative or positive
AT2: Luxury goods are worthless or 0.76 worthwhile
AT3: Luxury goods are useless or 0.81 beneficial
Subjective norm SN2: Many people around me have 0.523 0.763 0.769 0.535 0.086 0.04
luxury fashion goods
SN3: I feel social pressure to buy luxury 0.863 fashion goods
SN4: The people who I listen to could 0.766
influence me buy luxury fashion goods
Perceived PBC2: I have money to buy luxury 0.534 0.711 0.745 0.5 0.32 0.14 behavioral control fashion goods
PBC3: For me purchase of luxury 0.781
goods is very difficult or very easy
PBC4: For me purchase of luxury 0.777
goods is impossible or possible
Purchase intention PI1: I will try to buy luxury fashion 0.569 0.792 0.806 0.589 0.125 0.09
 goods in future
PI2: I intend to purchase luxury fashion 0.906 goods within next year
PI3: The probability that I would buy 0.789
luxury fashion brands within the next 12
months is high
Purchase behavior PB2: I mostly buy luxury fashion goods 0.677 0.743 0.748 0.501 0.143 0.09
for giving as gifts
PB3: I mostly buy luxury fashion goods 0.623 for myself
PB4: I would buy luxury brands 0.81 regardless of their price

Notes: Normed chi-square 2.25, GFI 0.914, AGFI 0.870, CFI 0.926, RMSEA 0.07