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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
378  Chapter 11
Dimensions that Influence Luxury
Behavior in India
Luxury consumption, which was historically associated with the privileged society, moved
within the reach of digital natives in the 21st century. The growing disposable incomes, global
connectivity, awareness about the brands and accessibility to global brands led to proliferation
of digital natives’ interest in luxury products. These individuals redefined the sense of style
and comfort, new practices like luxury gifting and retail therapy along with the shift of focus
towards the value for money concept, almost overhauled the luxury consumption in India. The
influence of references ...
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Publisher Resources

ISBN: 9789353941468