Luxury Consumption Among Young Indians: A Phenomenological Study

This research explores the factors influencing young Indians' consumption of luxury goods. Using a phenomenological approach, the study analyzes the role of social pressures, brand image, and cultural values in shaping consumer behavior. The research examines the implications of this trend on individual spending habits and societal perceptions of luxury.

Management Research Methods
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Contents
Introduction................................................................................................................................3
Brain Map...................................................................................................................................5
Research Questions, Theories and Methods..............................................................................8
Research questions.................................................................................................................8
Research Theory.....................................................................................................................9
Critique of two articles.............................................................................................................10
How was the research method applied.................................................................................12
How were the methods deployed to provide a worthwhile contribution to theory and
research?...............................................................................................................................12
Gaps in the research methods...............................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14
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Introduction
As per the words of Coco Chanel “Luxury is a necessity that beings where the necessity
ends”. Whenever a common layman opens a television or a magazine, they are bombarded
with the news and views of the celebrity shows which at times can touch the inner needs of
an individual. This major impact the individual; in a social sense due to which they feel the
urge of looking beautiful and elegant. In order to do so, it has generally been identified that
the young generation nowadays tends to incline towards the usage of luxurious and costly
brands. Various researchers have identified a strong relationship between the price of the
brand and the luxury status such brand helps in maintain (Arli et. al., 2016). According to
various researchers that have effectively been conducted in this context, it has been identified
that majority of the young generation especially in a developing country like India, is heavily
inclined towards the materialistic possessions like clothes, accessories, gadgets which are
luxurious in looking as well as in the manner of pricing.
It should be noted that the role played by fashion has been recognised from the historical
references and many great civilisation such as Mohenjo-Daro, Nile Valley, Harappa etc. have
always paid main focus on the fashion which at that period of time was considered as one of
the key social element used to reflect the society through the means of accessories, apparels
and cosmetics. This helped in creation of clear differences between the social classes at that
period of time and even now. In the report provided below, the main focus of the author is to
pay special attention towards the use of luxury items by the young generation of India and
what are the key and essential factors which are playing a major role in the same process.
Apart from this, the author would also be paying attention to the choice of sources that have
been effectively chosen in order to extract the information. The choice of sources would be
dependent on the topic of the study. Also the author has provided a clear representation of a
mind map which will effectively help the author in identification of the required sources
which can be effectively chosen to extract the information (Taylor et. al., 2015).
The research conducted is also inclusive of the mind map which has effectively helped the
author to reduce the complexities and issues faced in the method and process of gathering of
the data. In the later segments of the report, a brief analysis of the relevant literatures have
also been provided on the topic of study which will help the reader to gain extra insights on
the impact that luxury products have on the mindset of young individuals in India. At the end
of the project, the researcher has also provided with the recommendation which can help in
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enhancing the impact of the project in a better manner and will help the researcher to identify
and solve the issues that have been faced during the research such that the future researches
may be improved.
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Brain Map
It should be noted that in order to identify and find the relevant sources that can be effectively
used in order to complete the research, the technique of Mind Mapping has been used by the
researcher. this technique will not only give the detailed information about the best-suited
research methods or the project but will also help the researcher to get hands on the various
available sources of the industry that can be used on the topic of study. In order to derive
information, the sources such as books, journals, PDFs, websites etc. would be used. It should
be noted that this technique is being used by the researcher as it will help him in brief
representation of the ideas that are in relation to the topic of study (Williams & Chesterman,
2014).
It should be noted that the mind map is created by following few guidelines and the major
advantage of same is to help the researcher to get ideas and themes. It should be noted that
effective and efficient creation of the mind map can help the researcher in effectively
reducing the complexities that have been faced in the research. In this report, usage of this
technique has effectively helped the researcher in bifurcating the research into various
segments such that the flow of research can be effectively maintained. The mind map has
been presented below as follows:
Image: Mindmap
Image source: Crowe & Sheppard, 2012
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Research Methods
Problem of the research: The problem statement of the research is the lack of information
on the topic of the attitude of young Indians towards the luxury goods. In this context, it is
required by the researcher to conduct effective and efficient data mining such that the
information regarding current scenario can be derived and the researcher may effectively be
able to analyse the issue. In this report, the mix or hybrid methodology of research has been
chosen which is inclusive of the qualitative and qualitative analysis of data.
Research design: In the research design the main focus of the researcher is to integrate all
the components of the research with the topic of study. This can help in easing the way the
research has been conducted. It should be noted that the design that has been chosen by the
researcher is qualitative in nature. There are various Journals and Articles that have been
briefly studies by the researcher such that information derived from them can be used for
completion of the assignment (Bernard, 2017).
Sampling technique: the sampling technique that has been chosen is non-variable and
random. In the method of random sampling, the sources of information have been chosen in
accordance with the questions. The random sampling has helped the researcher to keep the
research free from any kind of bias. Though there are some elements of biases in the
researcher these are only because of the topic of research such as research is only limited to
study of youth in India and the study has only been conducted on the individuals of 18-35
years of age.
Ethics of the research: Ethics can be defined as the rules and guidelines that are required to
be followed such that no morals and rules set by the society have been broken. It should be
noted that the research is free from any kind of biases and the data used does not harm
intentions of the stakeholders the research is ethically correct.
Data analysis: in this report, the analysis of data has been done by the method of content
reading. In the content reading, the researcher has checked if the data extracted is in
accordance with the requirements of the study (Patten & Newhart, 2017).
Purpose: the main purpose of this report is to help the reader to gain nights on the topic of
attitude of the young Indians towards using luxurious goods and what are the factors driving
the same. In this concern, various journals have been researched which are required to be in
connection with the topic of research.
Hypotheses: The hypotheses of the project would be dependent on the result of the project. It
should be noted that if the project is effectively and efficiently completed without any
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hindrance faced, the expected outcomes would be achieved. If in case, there are some issues
faced, the outcome may be hampered.
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Research Questions, Theories and Methods
In this segment of the report, the researcher has presented few questions which will help n
formulating the main theme of the report and will also help him to find the relevant data
present on the internet sources. In this segment, the analysis of these research questions has
also been presented by the author. The theory of Phenomenology of research has been used in
this report. The method that has been used in order to analyse the data is the case study
method.
Research questions
Question 1 What are the major factors which cause
the youth of India to use luxury
products?
Case study method
Question 2 Identify the role played by companies
which facilitate these consumers to buy
their products
Case study method
Question 3 What are the major implications of
using luxury products and development
of this trend?
Case study method
What are the major factors which cause the youth of India to use luxury products?
By the analysis of this question, the researcher would effectively be able to identify and
analyse the various trends and factors of the industry that are compelling the Indian youth to
use luxury products. The fashion trends and critical study of the market would be done in
order to do the same. It has been identified from the personal understanding of the researcher
that the major factor that is implying huge impact on the buying preferences of the youth is
the urge to maintain standard and class in society (Jain & Khan, 2017).
Identify the role played by companies which facilitate these consumers to buy their
products.
It should be noted that this question will help the researcher to analyse and identify the role
that is played by big companies which helps these companies to compel the youth to buy their
products and spend a huge amount on the services provided by them.
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What are the major implications of using luxury products and development of this
trend?
The analysis and research of this question will help the researcher to identify and gather the
data about the negative impacts of this trend. This will effectively help the researcher to
briefly analyse the issues that are being faced because of the prevalence of this trend. From
the personal understanding of researcher, it has been analysed that the major implication of
this is levied on the expenditure of these individuals leading to which they may lose out on
other prior expenditures (Tak et. al, 2017).
Research Theory
The research theory that has been used by the author in the completion of this report is of
Phenomenology. According to the theory of phenomenology, if the research is being
conducted in a quantities manner, it will fail to identify and analyse the behaviour of the
individuals which calls for the application of qualitative analysis of the data. It should be
noted that in this assignment there is inclusion of the quantitative analysis of the data too but
this is limited to the data that has been present in the qualitative sources.
Research methods
The research methods that have been used in order to complete this report is an effective and
efficient manner is the by qualitative research of the data. The collection of data has been
done by the method of random sampling which makes the data free from any kind of biases.
The inclusion of own views and values is also present in the report to avoid any kind of
duplication of data that might be faced.
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Critique of two articles
Article 1: Prakash, G. and Pathak, P., 2017. Determinants of Counterfeit Purchase: A Study
on Young Consumers of India.
In this segment of the report, the author has presented the critique of two main articles which
have been selected in order to identify the information on the topic of research i.e. “Attitude
of young generation/Young Indians towards luxury goods”. It should be noted that the use of
luxury goods is very important and widely accepted in the social environment of India. This
is not in the sole interest of the user but of the company too as it helps them to generate
revenues and expand in the market. The main aim of the company in the sales of luxury
goods is to gain the high loyalty of the consumers and therefore it is considered important.
The consumer behaviour can be defined as the study of the consumers of the company which
is inclusive of the procedures adopted by them which can help them to effectively select, use
and dispose of the products.
The main role played in the sales of luxury products especially to the young generation of
India is by the marketing department of the companies. The image that has been presented by
the marketing department directly impacts the mindset of the consumers which also
influences their buying behaviours in a large number. It should be noted that the luxury
products that are being supplied in the industry of India are in direct link with the premium
pricing. It has been analysed by the experts of the industry that the publicising of the products
increases the urges and desires of the young individuals which facilitate the young buyers of
the market to buy the products. It has been identified that the youngsters that are using the
luxurious products have majorly experienced the childhood in the advanced age. Further
explorations in this topic have helped in identification of the fact that the large impact on the
mindset of these individuals is implied by the radio, customary media, daily papers etc. which
have identified to be superfluous in their decisions.
Major part of this young generation has found to be heavily dependent on the getting
complete information about the luxury that is provided by the products and they also consider
the review of various users on online websites before purchasing such products. According to
the journal, it has also been identified that the major role in this concern which implied huge
impact on the buying preferences of the individuals is of the culture and values also. The
culture and the values of the social impact the buying preferences if the customers in many
varied ways. The society helps in collaboration of traditions and convictions that are gained
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from the public and the society in which an individuals grows up. Society can be understood
as a mass zone of study which in inclusive of regular and misty reactions helps in
identification of levels in which customers are affected. There are various parts of society
such as sub-society, social and cultural standards, social class and reference groups which
imply heave impact on the distinctive parts of the consumer behaviour. The typical example
of the consumer behaviours can be seen within the groups. The change in culture may take at
a moderate pace and this might be seen as a threat of good fortunes by the advertisers and the
marketers of big companies (Prakash & Pathak, 2017).
Article 2: Vohra, A.V. and Gupta, G., 2017. Predisposition towards foreign brands and
materialism: a quantitative assessment. Journal of Asia Business Studies, 11(1), pp.41-59.
Another research that has been concocted in the same respect of the young Indian and the
impact of luxurious goods has identified that there are some favourable values towards the
luxury products. These have been identified below as follows:
 Environment-oriented values: In the environment-oriented values, the major impact
on the buying preference of the consumers is laid by the environment in which they
are living or they have been born in. For instance, if an individual is born in a socially
and financially forward regions, he/she will tend to develop the quality of using
luxurious products while in comparison if an individual is born in a socially and
financially backward environment, he/ she will focus on getting the maximum value
of money and they will not focus on using the luxurious products.
 Additional oriented values: It has been identified that some of the social societies or
environment are not in the favour of using luxury products. It has been identified that
the Indian society is diverse and the citizens have mixed perspectives. This has led to
the creation of diverse perspectives towards the luxury brands in relation to the
western part of the world where the majority of citizens are mostly inclined towards
using the luxurious products in various segments such as gadgets, apparels, services
etc.
 References groups: From many research conducted in the same context it has been
found that young buyers in the industry tend to relate themselves with the references
groups. At the point of purchase, the buyer’s tend to associate themselves with several
groups with alongside other references too. It has been identified that there are various
kinds of reference groups that are in operation that tend to impact the buying
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preferences of the customers especially the young generation. The reference group
generally consists of the family, companion, partner and they have been identified to
be holding a strong effect on the people.
 Attitudes: Attitude or the state of mind of a young individual plays a major role in
influencing their buying preferences. It has been found that in the society of India, the
attitude of the young generation is generally influenced by the offering that is
rendered by the product. It has also been identified that the class that the product will
help the individual to achieve is another essential consideration before the buying and
purchasing of the article (Vohra & Gupta, 2017).
How was the research method applied
The research method that has been applied in order to derive the essential information for
ensuring the effective completion of the project was to include both qualitative and
qualitative analysis of the data which makes the methodology hybrid in nature. It should be
noted that in this concern, the use of quantitative data analysis was only limited to what was
used in the qualitative sources. The sources were researched by using the relevant and
necessary questions which have been presented above in the report.
How were the methods deployed to provide a worthwhile contribution to theory
and research?
The research methods were deployed by the use of internet sources such that relevant
information about the topic of study could be found and the researcher might be able to
gather the necessary information in order to effectively complete the assignment.
Gaps in the research methods
It should be noted that the research is perfect to the sense where it may give the expected
outcomes and results and also help the reader to gain insights on the topic of study. However,
it should be noted that in the research there are some identified gaps which may have a huge
impact on the outcome of the research. These gaps were identified and reduced to a major
extent by the researcher. It should be noted that in the research, the data was mostly
qualitative in nature which has further increased the chances of duplication. This increment in
duplication of research which is a major gap of the research was eradicated by the inclusion
of personal views and the experience of the researcher.
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Conclusion
From the management report provided above, it can thus be concluded that the behaviours of
the consumers towards the luxury products available in the market are an important concept
which may imply a huge implication on the mindset of the consumers. The major advantage
of this is that it leads to ever increasing demand for these products which help the company to
generate huge revenues. It has been identified from the study that the young and promising
adults are highly damaged by using these products as they imply a direct restraint on the
buying choices which can be hampered for the lifetime.
The most concerning fact that requires attention is that if the individual is in the habit of
purchasing luxury products, they may not feel and derive satisfaction in the inexpensive
products regardless of the fact that these products may provide better and more advanced
features that their heavy prices substitute.in this paper, the researcher has studied and
identified the behaviours of consumers with application of some theories which will help the
reader to understand the main factors and reasons that lead a consumer to buy heavily prices
products. The report has also concluded that despite the fact the product is able to satisfy the
need of the consumers there may be instances that the customer would buy a luxury product
just to maintain the class and standard in the society.
The major role played here is of the trend according to which the customers that are a heavy
user of the luxury products have a rich call, standard and taste in the society. This trend has
majorly depleted the impact and importance of the values and morale that is present within
individuals (Jain, 2018).
Apart from this, it has also been analysed from this report that it is highly recommended and
required that the researcher should be able to conduct the research in such a manner that it
helps him to achieve the projected outcome. It should be noted that the qualitative analysis of
data can help the researcher in identification and gaining of exact values and can help in
generation of the projected outcomes.
But in the case when the research topic is in the relation of the behaviour of the consumers it
is recommended that the research should be completed taking in consideration the qualitative
analysis of the data as the behaviour of consumers cannot be defined in the numerical terms.
it has also been identified that in this matter, the research has some identified gaps which
makes it essential to project a mind map which can effectively help in reduction of the
complexities that might be faced during the completion of the research and may help the
individual in reducing the gaps that might be faced. The methodology that has been used in
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this report is hybrid in nature which has been identified to be the best in relation to the topic
of study (Pimple, 2017).
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References
 Arli, D., Cherrier, H. and Tjiptono, F., 2016. God blesses those who wear Prada:
Exploring the impact of religiousness on attitudes toward luxury among the youth of
Indonesia. Marketing Intelligence & Planning, 34(1), pp.61-79.
 Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
 Crowe, M. and Sheppard, L., 2012. Mind mapping research methods. Quality &
Quantity, 46(5), pp.1493-1504.
 Jain, S. and Khan, M.N., 2017. Measuring the impact of beliefs on luxury buying
behavior in an emerging market: Empirical evidence from India. Journal of Fashion
Marketing and Management: An International Journal, 21(3), pp.341-360.
 Jain, V., 2018. Luxury: Not for Consumption but Developing Extended Digital
Self. Journal of Human Values, 24(1), pp.25-38.
 Patten, M.L. and Newhart, M., 2017. Understanding research methods: An overview
of the essentials. Taylor & Francis.
 Pimple, K.D. ed., 2017. Research ethics. Routledge.
 Prakash, G. and Pathak, P., 2017. Determinants of Counterfeit Purchase: A Study on
Young Consumers of India.
 Tak, P., Pareek, A. and Rishi, B., 2017. Social comparison of luxury fashion brands:
Impact of ostentation and media habits. IUP Journal of Marketing
Management, 16(1), p.29.
 Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
 Vohra, A.V. and Gupta, G., 2017. Predisposition towards foreign brands and
materialism: a quantitative assessment. Journal of Asia Business Studies, 11(1),
pp.41-59.
 Williams, J. and Chesterman, A., 2014. The map: a beginner's guide to doing
research in translation studies. Routledge.
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