Title: Investigation of the Effects of Demographic Factors and Brand Perception on the Purchase Intention of Luxury Automobiles in Iranian Consumers
Abstract: The purpose of this paper is to investigate Iranian consumers' perception of German made Mercedes Benz and Japanese made Lexus luxury automobiles brands, that include five perceived values: conspicuousness, uniqueness, social, hedonic and quality on purchase intention. Also, the effects of demographic factors, like identifying the luxury brand preference on purchase intention of luxury automobiles in Iranian consumers, while comparing between them and inferring management implications from implementing data analysis. Based on a thorough review of the literature, 16 hypotheses are derived and tested using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA), measures ANOVA also was used to analyze the relationship between demographic and Iranian consumers luxury brand perception. The final sample consists of a total of 390 participants. The main findings show that variables of hedonic, uniqueness and quality value were significantly higher than conspicuous and social values. They have more of a role in forming of luxury brand perception in Iranian Consumers. This study is useful for marketers to understand their target market and how their customers evaluate products and make buying decisions. The five perceived values of luxury automobiles can be used as guidelines for salesmen to sell successfully to customers.
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
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Cited By Count: 6
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