Effect of luxury goods dimensions (price, symbolism, beauty, quality, and quality) on consumer's intention to buy clothes, an exploratory study of some technical institute employees in Duhok

Authors

  • Zakia Saadon Omar Faculty of Technical Engineering, Duhok Technical University, Kurdistan Region of Iraq
  • Khairi Ali Osu Faculty of Administrative Technology, Duhok Technical University, Kurdistan Region of Iraq

DOI:

https://doi.org/10.25007/ajnu.v11n4a1047

Keywords:

الكلمات المفتاحية: السلع الفاخرة، سعر، رمزية، جمالية، ندرة،جودة، نية شراء المستهلك

Abstract

This study provides an insight into how the dimensions of luxury goods (price, symbolism, aesthetics, scarcity, and quality) affect their purchase intentions for the consumer and how luxury goods lead consumers to attract luxury international brands, and this paper intends to find out to what extent price and quality (and other dimensions) constitute barriers to their purchase. Commodities, in addition to consumers' motivations for buying luxury fashion, brands are influenced by self-conformity, the need for status and the need for clarity, as well as the need for exclusivity and acceptance and the need for materialism (which on the other hand are the dimensions of luxury goods). By understanding the impact of the dimensions of luxury goods on the consumer's buying intentions regarding clothes, the consumer's preferences for luxury brands can be analyzed. Accordingly, a structured questionnaire was designed to collect data and a descriptive analytical approach was used to test a sample of (45

) employees of the Technical Institute in Duhok, where the results showed that all the aforementioned factors affect the consumer's intent to buy, and the researcher adopted the questionnaire form as a main tool for collecting field side data, and these data were analyzed using arithmetic averages and standard deviations, as well as the Pearson correlation coefficient and simple linear regression analysis using the (SPSS 20) program. .

Key words: luxury goods, Price, symbolism, aesthetics, rarity, and quality, consumer intent to buy

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Published

2022-11-03

How to Cite

Saadon Omar, Z., & Ali Osu, K. (2022). Effect of luxury goods dimensions (price, symbolism, beauty, quality, and quality) on consumer’s intention to buy clothes, an exploratory study of some technical institute employees in Duhok. Academic Journal of Nawroz University, 11(4), 173–185. https://doi.org/10.25007/ajnu.v11n4a1047

Issue

Vol. 11 No. 4 (2022)

Section

Articles

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