Intention to Purchase Online Luxury Watches Among Indian Consumers in the New Normal Mode

People purchase luxury products to showcase their wealth, success and exclusivity in the social world. The satisfaction is of great importance to them as it has a direct link with money spent on the luxury items. In this study, we tried to analyse purchasing intentions of luxury watches in the new normal mode. The study is done in few selected cities of India. We circulated online questionnaire to 600 online shoppers by convenience sampling, and 481 data were received. We considered functionalism, experientialism, symbolic interactionism, social influence, dimensions of vanity and hedonism apart from income. The data was analysed for simple frequencies, factor analysis, hierarchical regression and correlation. The results indicated that vanity attainment, functional value, hedonism and household earning have a direct influence on luxury purchase. These factors may be further explored for analysing the other cities not considered in this study.