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Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee

This study is focused on generation Y’s behaviour in buying luxury bags in Malaysia specifically Kuching area. It will be conducted on working young adults through a survey approach. The amount of consumption of luxury handbags increased gradually since brands are seen as status symbols, further res...

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Main Author: Shafiee, Ahmed Sadeeq
Format: Student Project
Language:English
Published: 2015
Subjects:
Branding (Marketing)
Research
Online Access:https://ir.uitm.edu.my/id/eprint/89838/1/89838.pdf
https://ir.uitm.edu.my/id/eprint/89838/
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spelling my.uitm.ir.898382024-02-22T03:22:03Z https://ir.uitm.edu.my/id/eprint/89838/ Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee Shafiee, Ahmed Sadeeq Branding (Marketing) Research This study is focused on generation Y’s behaviour in buying luxury bags in Malaysia specifically Kuching area. It will be conducted on working young adults through a survey approach. The amount of consumption of luxury handbags increased gradually since brands are seen as status symbols, further research is done due to this extraordinary phenomenon. According to Grotts & Johnson (2013) new trend has emerged within the handbag industry due to the consumer demand for status-laden products. Generation Y has had exposure to high technology and economic independence since their upbringing days, as a result of which their preference has always been spending on technology goods and brands perceived to have quality and class (McCrindle, 2007). The objectives of this study are to provide an overview relation of brand equity and consumer purchase intention based on what initiate and encourage generation Y to buy luxury bags. The components of acquiring luxury bags are financial value, functional value, individual value, and social value. 2015-06 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/89838/1/89838.pdf Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee. (2015) [Student Project] (Submitted)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Branding (Marketing)
Research
spellingShingle Branding (Marketing)
Research
Shafiee, Ahmed Sadeeq
Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
description This study is focused on generation Y’s behaviour in buying luxury bags in Malaysia specifically Kuching area. It will be conducted on working young adults through a survey approach. The amount of consumption of luxury handbags increased gradually since brands are seen as status symbols, further research is done due to this extraordinary phenomenon. According to Grotts & Johnson (2013) new trend has emerged within the handbag industry due to the consumer demand for status-laden products. Generation Y has had exposure to high technology and economic independence since their upbringing days, as a result of which their preference has always been spending on technology goods and brands perceived to have quality and class (McCrindle, 2007). The objectives of this study are to provide an overview relation of brand equity and consumer purchase intention based on what initiate and encourage generation Y to buy luxury bags. The components of acquiring luxury bags are financial value, functional value, individual value, and social value.
format Student Project
author Shafiee, Ahmed Sadeeq
author_facet Shafiee, Ahmed Sadeeq
author_sort Shafiee, Ahmed Sadeeq
title Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
title_short Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
title_full Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
title_fullStr Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
title_full_unstemmed Determinants of purchasing luxury handbags among the generation Y / Ahmed Sadeeq Shafiee
title_sort determinants of purchasing luxury handbags among the generation y / ahmed sadeeq shafiee
publishDate 2015
url https://ir.uitm.edu.my/id/eprint/89838/1/89838.pdf
https://ir.uitm.edu.my/id/eprint/89838/
_version_ 1792159428788617216
score 13.211869

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