Journals Proceedings

Abstract

Factors influencing consumer usage of luxury brand in the context of developing country like Bangladesh is new but it has already been applied in the developed country. Luxury brand is now available to the individuals other than the elite and rich class. The factors which influence the consumer of Bangladesh are the main concern of this paper. For accomplishing this research, convenience sampling procedure had been applied on 219 respondents. For the purpose of testing the hypothesized associations, KMO and Bartlett‟s test, Coefficient, Total variance, ANOVA and finally the model has been applied to justify the conceptual framework through using SPSS. The study found that five factors (financial, functional, individual, social and cultural) including sub-factors have significant influence on usage of luxury branded products.