What Drives Consumers’ to Pay High Premium Price for Luxury Brand While Rejecting High-Quality Non Luxury Brands

The paper gains an insight into the various motives underlying the purchase behavior of Indian luxury consumers when making a choice between exorbitantly priced luxury brands and high-quality non-luxury brands that are available at a fraction of cost. The study was conducted in the two metropolitan cities of India, Delhi and Mumbai, where 203 luxury consumers were examined for understanding the luxury buying motives. Ten retail luxury brands were carefully selected for the study. It was found that the consumers decide in favor of luxury brands over high-quality non luxury brands due to variables such as social recognition, social appeal, brand name/value, quality assurance, and social admiration