AN INVESTIGATION OF CONSUMER BUYING BEHAVIOUR IN INTERNATIONAL LUXURY FASHION BRANDS IN AZERBAIJAN

Abstract

In this study, it is aimed to model the "cause" based buying behavior of luxury products and to find the decision making process. The proposed model tries to explain the relationships between perceived values, causes, general causes and behavioral intention in behavior determining factors by using behavioral reason theory. Behavioral Reason Theory was developed as an extension of Planned Behavior Theory which is one of the traditional behavioral intent models. Modeling the purchasing behavior with products that are in high demand from luxury products by including the “reason” factor in the Planned Behavior Theory provides a better explanation of the behavior. In this study, contrary to Behavioral Reason Theory, it is suggested that perceived values play a regulatory role in the effect of general motifs. This study, which proposes hypotheses about the relationship between indicators and concepts for measuring concepts, can be considered as a theoretical framework for modeling purchasing behavior in luxury consumption. The study aims to find the consumer buying behavior and decision-making process of Azerbaijan. In our study, the results of empirical findings based on surveys, interviews and secondary researches were analyzed using the traditional consumer buying behavior model and decision-making process. In this report, important factors will be emphasized and discussed at every stage of the decision-making process that affects consumer buying behavior. Azerbaijan, Turkey, and by examining the current luxury market neighbors, we will do a short work about growing luxury markets. This research is based on an analysis of the prerequisites for retail growth of luxury brands as well as the success and failure factors to ensure a victorious attempt in the Azerbaijani market. The study also looks at external and internal environmental factors that may affect the internationalization of fashion companies in Azerbaijan. The report serves as an informative framework that can be supported by international luxury fashion brands wishing to enter the luxury fashion market in Azerbaijan.