Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context. Design/methodology/approach – The study utilizes qualitative research (focus group discussions) with 72 luxury consumers (and partly with practitioners) of apparel and accessories in two major metro cities and two major non-metro cities of India. Findings – A framework of luxury buying behavior was constructed with cultural background, antecedents, buying process and post-purchase consequences of luxury buying behavior as its sub-constructs. Gender was identified as a moderating variable between antecedents of purchase and purchase behavior. Research limitations/implications – The most important contribution of the present study is the creation of a comprehensive framework of luxury buying behavior within a developing nation context and a set of testable propositions to further validate using quantitative research. Practical implications – Provides the manager with a workable model of luxury buying behavior that he/she could use to generate the right consumer responses. Originality/value – The present study is the first of its kind which integrates cultural backdrop, antecedents and consequences of luxury consumption in the context of a developing nation.

This study aims to understand the buying habits and decision behaviours of Indian luxury consumers' in luxury apparel industry through uncovering the factors that influence purchase choices and preferences. Qualitative research was conducted through structured observations and structured in-depth interview with luxury consumers and store managers in Mumbai city. The sample of respondents was based on demographic criteria- gender and age. Data analysis was carried on the basis of the transcripts, notes and observation. The contributions of this research are threefold. First, the combined key drivers of luxury among both gender segments are fit, comfort, quality, exclusive, and sophistication, look good and powerful/influential. Second, consumers' possess different in-store shopping characteristics. Third, the proposed comprehensive model describes the entire consumers' consumption procedure. The paper even theorizes and empirically investigates how intrinsic and extrinsic clues influence consumers' choices and decisions. It also illuminates eight facets of consumers buying tendency. The results provide insights for both luxury apparel firms and store owners. Brand managers can build their product strategy and design decision according to the prevailing gender differences. The study also suggests advantageous findings for the store owners, to amplify consumers shopping experience. The in-store service could be such that it provides consumers' with customized hospitality to gain mutual benefit.

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