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 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.