Why People Buy Luxury Brand Products - The Psychological Motivation Needs of Women in Emerging Islamic Countries

Introduction

According to Mooro (2016), Muslim women have been interested in fashion, especially luxury brands, for years, but only recently have designers recognized this emerging consumer group. Even with the recent economic recession in the world, there is still a large percentage of people buying luxury products, and Muslims are no exception. In fact, Muslim Fashion is one of the industrys fastest growing sectors, which is projected to be worth more than 200 billion by 2020 (Mooro, 2016). In addition, as Mooro (2016) articulates, the projected Muslim population is approximated to be 29% by 2030, which warrants a research investigating why the Muslims by luxury products. For instance, Redvers (2016) highlights that Jawaher Alyoha, a 21-year-old United Arab Emirates citizen, spends at least $1,000 on clothes, bags, and shoes, and leaves home with perfect hair and make-up. Therefore, this necessitates a study on the psychological motivation needs of women in emerging Islamic (Muslim) countries. Consumer perception, wealth, social and cultural norms are some of factors which form the psychological driving forces behind the varying levels of motivation to purchase luxury products. In essence, these motivations lead to the formation of taste, preference, status and good feeling among the consumers of these products. This study, therefore, seeks to gain an understanding of the psychological motivation needs of women in emerging Islamic (Muslim) countries. Specifically, the study focuses on Muslim women aged between 18 and 35. Additionally, the study attempts to understand, the different motivational needs like self-esteem, accomplishment, status, and impulse buying in the consumption of luxury goods between these two countries.

Aims

One of the aims of this study is to establish the psychological motivation behind the varying trends of consumption among consumers in Islamic countries. The study also aims to provide an understanding of consumer perception of luxury products (branded products such as clothes, shoes and bags among women consumers), which contribute to the existing varying consumption trends in Islamic countries. Additionally, the study aims to identify the motivational needs of consumers in these two countries. The research focusses on six secondary samples which have been highlighted in the references.

Objectives

One of the objectives of this study is to provide a comparison of what importantly motivates the consumption of luxury commodities, as well as providing an explanation for the prevailing trends in consumption of luxury products in Islamic countries. This paper also attempts to provide an understanding of the influence of the power psychological motivation making people to consume luxury products. Additionally, this study aims to provide a more focus objectives on the psychology motivational needs based on fulfillment, satisfaction, self-esteem, emotional connection, exclusivity, social status, cultural values/impact, authenticity and rational consumer.

Rationale

The study adopts quantitative and qualitative research methodologies. The quantitative dwell on the statistical data such as price of the luxury brands and affordability. The qualitative methodology focus more on the comparison and the use of theories from various sources to explain the trends in consumption of luxury branded products such as motivation theory, which entails highlighting motivational needs based on fulfillment, satisfaction, self-esteem, emotional connection, exclusivity, social status, cultural values/impact, authenticity and rational consumer. Qualitative methodology will focus more on the comparison and the use of theories from various sources to explain the trends in consumption of luxury products. The interpretation of data may present a challenge. However, this can be overcome by relating the obtained with the existing theoretical frameworks. For better outcomes, future research should focus on statistical analysis rather than basing on the social theory of consumption.

This study is inclusive of all genders since their trends are varying. As such the issue of motivation is imperative in this study as it is the driving force which leads to the formation of trends and preference in consumption of luxury products. Exiting research have not supported the thesis of motivation which is a very important aspect in the consumption patterns of luxury products. The idea that consumers needs and wants shape economic activities is also considered to accurately gain an understanding of consumer patterns in Islamic countries.

Social, economic, and political factors are very common factors which shape the motivation for the consumption of luxury goods. The over emphasis on the social effects is one of the gaps in understanding motivation. This gap is filled by basing the research on inferences and theories of motivation like the status consumption theory which explains the motivation behind consumption of luxury goods. This status is tested using the data obtained. If the validity of the data is reliable, then conclusions can be drawn using these information.

One of the controversies of this study is the use of counterfeit luxury commodities. The knowledge and the perception of the consumers to the existence of fake luxury products will influence the research work in understanding the use fake luxury commodities. There is the widespread perception that counterfeit luxury commodities are cheaper and serves the same purpose as the authentic ones. This study, therefore, seeks to provide a substantial explanation to divulge from this controversy.

References

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Bagheri, M. (2014). Luxury consumer behavior in Malaysia: Loud brands vs. quiet brands. Procedia-Social and Behavioral Sciences, 130, 316-324.

Mamat, M. N., Noor, N. M., & Noor, N. M. (2016). Purchase intentions of foreign luxury brand handbags among consumers in Kuala Lumpur, Malaysia. Procedia Economics and Finance, 35, 206-215.

Mooro, A. (2016). How & Why Fashion Brands Are Catering More To Muslim Consumers. Retrieved from http://www.refinery29.uk/muslim-fashion-dolce-gabanna-uniqlo

Redvers, L. (2016). The high end, designer fashion hidden beneath the abaya. Retrieved from http://www.bbc.com/capital/story/20160623-the-high-end-designer-fashion-hidden-beneath-the-abaya

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