Factors influencing consumer behavior towards luxury brands: a study among International Business Students of UiTM Malacca City Campus / Nurfazliana Idris

Luxury brands are said to have high income elasticity of demand, as people become wealthier, they will buy more and more of the luxury good. Somehow, income elasticity of demand is not constant with respect to income, as it may change sign at different levels of income. That is to say, a luxury brand may become a normal good at different income levels.

This research focuses on the factors influencing behaviors of International Business students of UiTM Malacca City Campus towards luxury brands as it is not clear how much of overall luxury sales can be attributed to purchases by students. This research is significant to luxury brands and in particular those selling accessories in the fashion industry and such. Social need, materialism, consumer attitude, experiential need, and trends are used to measure the factors that influencing students’ behavior towards luxury brands.

In order to find, data have been collected from a wide range of literature e.g. academic sources and journals that represent the theory part of the research. A survey was carried out Universiti Teknologi Mara (Malacca) City Campus with 175 respondents were managed to be identified out as the sample size from 300 population. Multiple regression analysis was used to test the model and hypothesis.