Generation Y Attitudes Towards Luxury Brand Name Handbag: Case Study Bournemouth University's Female Student

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ACKNOWLEDGEMENT

I would like to thank my supervisors, friends and family, without their support this research study would not have been possible.

DECLARATION

I adjudge that the entire content of this dissertation is entirely my own work; the content used in this dissertation has not been submitted before in any educational institution and represents my own opinion.

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ABSTRACT

The purpose of the study is to find out the purchasing behaviour of generation Y consumers of Bournemouth University's towards luxury fashioned products and the study investigates those factors that influence Generation Y to consume those luxury branded products. In this research study, the quantitative research method was used. The statistical findings proved that Generation Y consumers are more fascinated towards the branded stuffs. Generation Y consumers in UK perceive positively about the brands available in the luxury market. Although they are not independent enough to finance their expenses but they are fascinated as well as actuate to purchase branded stuffs more often. Generation Y consumers in UK buy luxury branded products. Generation Y consumers' purchase branded products because of their good quality. Generation Y consumers' purchase branded products because of esteem of the brand. The correlation analysis showed that there is direct relationship between dependent and independent variables. The hypothesis testing proved that there is a direct relationship between of luxury brand named as handbags quality, reference group, uniqueness of luxury handbag, and cost of luxury handbag with Bournemouth University's Female student purchasing attitudes. Thus, it can be concluded that Generation Y attitudes towards luxury brand name handbags is positive.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the study1

Statement of the problem2

Research hypothesis4

Research Aims and Objectives5

Aims5

Objectives5

Research questions5

Dissertation organization5

CHAPTER 2: LITERATURE REVIEW7

Introduction7

Generation Y and their buying behavior7

Generation Y and Brand Preferences9

Luxury Brand Goods: Lucrative Market15

Culture and consumer behaviour21

Theoretical framework21

CHAPTER 3: METHODOLOGY24

Research Design24

Data analysis27

Research instruments28

Sampling method28

Sample size28

Research limitations28

Data analysis29

Research Ethics29

Reliability and validity30

Keywords used32

CHAPTER 4: ANALYSIS AND DISCUSSION33

Statistical analysis33

Questionnaire analysis from Generation Y33

Correlation analysis45

Independent variables45

Dependent variable45

Hypothesis testing46

Discussion49

Attitudes toward luxury brands49

Social consumption motivations50

Generation Y and brands51

Statistical analysis53

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS55

Recommendations and further implications58

REFERENCES59

APPENDIX70

Questionnaire70

CHAPTER 1: INTRODUCTION

Background of the study

Luxury is something that many individuals cannot easily afford; however, some consumers continue to make purchases of luxury products, regardless of their financial ability, because luxury products may provide a sense of power or control over others or because their peers may identify the possession of brands. The peer impact is particularly advantageous for younger consumers, who often crave the attention and status, that luxury brands can provide. Many Generation Y female consumers in UK search for products that they consider prestigious, through association with a specific designer, brand name, or an emerging trend; in many ways, these products fulfil some type of social requirement.

For those consumers with discretionary income, significant portions of these funds are often spent on goods that accommodate a social need or message. Social consumption motivation is related to the fact that individuals want to show symbols of their own consumption ...