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MARKETABILITY OF LUXURY FASHION BRAND IN TIER – II CITIES – A STUDY IN SOUTH ODISHA REGION
2
Author(s):
YADAV DEVI PRASAD BEHERA, SHIBANI SHARMA
Vol - 8, Issue- 2 ,
Page(s) : 11 - 24
(2021 )
DOI : https://doi.org/10.32804/IRJMSI
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Abstract
The growing modern society in India attracts a lot of fashion brands across the world with an intention to spread their businesses in it. But unlike other countries, India and Indian has their own regime, while making purchase decision regarding luxury fashion brand, which needed to be studied before entering the business in India. The study intended to find the effect of the factors that influences the purchasing attitude of the consumers towards the luxury fashion products on the purchase intention and to suggest ways for developing marketability of the luxurious fashion product.
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