An analytical study on Identification of the types of Indian Consumers in the Luxury Segment through Application of AIO Model

Dr. Sougata Banerjee
Department of Fashion Management Studies, National Institute of Fashion Technology, Kolkata, West Bengal, India

Ms. Jagriti Mishra
Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Kolkata, West Bengal, India

Abstract

This paper is aimed to study the Indian Luxury Consumers on the basis of Activities, Interests and Opinions model. Twenty seven statements related to Activities, Interests and Opinions were subjected to a five point Likert scale. Four distinct types of consumers emerged from the exploratory factor analysis, namely young and secure, aware, quiet and introvert and family oriented. Further for better understanding of the psychographic aspects of the customers, the researchers choose four variables from four distinct components so extracted on the basis of highest factor loading, namely, thinking oneself young and energetic, giving vote in most of the elections, habit of regular online purchases and enjoy spending time with family and some hypothesis were formulated to understand its dependencies on three important demographic factors namely occupation, annual income and educational qualifications. Chi square Test was done on all the twelve hypothesis so formed and logical conclusions with justifications were drawn after accepting or rejecting the hypothesis statistically.

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