IMPACT OF CULTURE ON LUXURY CONSUMPTION BEHAVIOUR OF INDIAN CONSUMER: A CASE OF LUXURY MEN’S APPAREL BRANDS
Abstract
Living has started to closely resemble consumption, as people now use consumption not just for fulfilling their essential requirements but also for shaping their identity and social status. Consumption has evolved into a tool for self-expression and self-definition, with consumers not merely acquiring products but also ingesting the symbolic significance and image associated with those products.
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