South Asian Journal of Management

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Changing Paradigms of Luxury Consumption in India:A Conceptual Model


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1 Marketing Area, Management Development Institute (MDI), Sukhrali, Gurgaon 122007, India
     

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This paper tries to explore the evolution of luxury consumption or prestige seeking consumption behavior. While it upholds the luxury consumption in the Indian context, citing the statistical growth of the ‘the rich class’ it rationalizes the origin of such indulgence. It also tries to project the significant change sweeping the Indian society that has turned conspicuously consumerist unlike the past when display of wealth was shunned at. The paper unearths the origin of luxury consumption through sociology and anthropology and tries to explain the cultural factors underlying luxury consumption.
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  • Changing Paradigms of Luxury Consumption in India:A Conceptual Model

Abstract Views: 146  |  PDF Views: 0

Authors

Krishna Das Gupta
Marketing Area, Management Development Institute (MDI), Sukhrali, Gurgaon 122007, India

Abstract


This paper tries to explore the evolution of luxury consumption or prestige seeking consumption behavior. While it upholds the luxury consumption in the Indian context, citing the statistical growth of the ‘the rich class’ it rationalizes the origin of such indulgence. It also tries to project the significant change sweeping the Indian society that has turned conspicuously consumerist unlike the past when display of wealth was shunned at. The paper unearths the origin of luxury consumption through sociology and anthropology and tries to explain the cultural factors underlying luxury consumption.