Exploring the Effects of Demographic Factors and Brand Perception on the Intention of Iranian Consumers to Purchase Luxury Automobiles

Subject Areas : مدیریت

Kambiz Heidarzadeh ¹ , Fereshteh Rais Rohani ²

1 - دانشیار دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران
2 - کارشناسی ارشد مدیریت، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران(عهده دار مکاتبات)

Received: 2014-01-16 Accepted : 2014-05-04 Published : 2014-11-22

Keywords: Luxury Brand Perception, purchase intention, Conspicuous Consumption, Brand Preference, Country of Origin, Demographic Factors,

Abstract :

Conspicuous consumption is a fairly universal phenomenon: while possibly more pervasive in developed countries. It can be said, conspicuous consumption is more common in some cultures that have a tendency to materialism. This research provides deeper understanding of why consumers are willing to buy luxury cars. The population of this study consists of Toyota, Hyundai & Kia Motors automobile owners in the city of Tehran. The German made Mercedes Benz and the Japanese made Lexus are the luxury products of the population. The final sample consists of 390 participants, and the method is proportional stratified sampling. Structural Equation Modeling (SEM), and SPSS and LISREL software are used for the data analysis. The main findings show that the Iranian consumer perception of the luxury brand is significantly more affected by the variables of hedonism, uniqueness, and quality than the conspicuous and social values. Marketing managers of luxury brands can use the results to get more consumers to buy. The five perceived values of luxury automobiles can be used as guidelines for salesmen to sell successfully to customers.