Authors: Assistant Professor K. Valarmathi, Assistant Professor S.Arunadevi, Assistant Professor J. Jabasteen
Abstract: Luxury-brand consumption is influenced by more than functional product performance. Consumers may evaluate luxury brands based on perceived quality, exclusivity, status, identity expression, price, trust, purchase risk, and the symbolic value of ownership. This study examines the impact of consumer attitudes on buying behaviour towards luxury brands among consumers in Chennai, Tamil Nadu. A quantitative research methodology was adopted, using a structured questionnaire administered to 120 respondents. The questionnaire collected demographic information and measured perceived benefits, perceived risks, trust in luxury brands, consumer attitudes, and luxury-brand buying behaviour. The analysis plan includes descriptive statistics, demographic frequency and percentage tables, one-way analysis of variance (ANOVA), and multiple regression. Descriptive statistics will summarize the characteristics and attitudes of the respondents; ANOVA will test whether buying behaviour differs across demographic groups; and multiple regression will estimate the independent effects of perceived benefits, perceived risks, trust, and consumer attitudes on buying behaviour. Since the raw dataset and statistical output were not provided, the numerical results in this manuscript are intentionally presented as placeholders and must be replaced with verified results. The study provides a structured framework for understanding luxury-brand purchase behaviour in an urban Tamil Nadu market and for identifying whether value perceptions, risk reduction, trust, or attitude is the strongest predictor of consumer behaviour.
