A Study On Factors Affecting Consumer Attitude And Purchase Intention Of Luxury Home Appliance Brands

Abstract

The research investigates the complex correlation between consumer cognizance and purchasing conduct in the realm of high-end domestic appliances, with a specific focus on the elements that influence consumer sentiment and intent to purchase. This study examines a range of factors that impact consumer choices, including social influences, product quality, brand reputation, and pricing strategies. The study's objective is to gain a deeper understanding of the determinants influencing consumers' attitudes towards luxury home appliance brands and the subsequent impact of these attitudes on purchase intentions through an investigation of the aforementioned factors. By employing a blend of qualitative and quantitative approaches—including interviews and surveys—the study will amass data for the purpose of examining the factors that influence consumer preferences in this particular market segment. It is anticipated that the results obtained from this research will provide significant insights for brand managers and marketers aiming to augment their comprehension of consumer behaviour within the luxury home appliance sector.