Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2022

Date of Submission

2022-08-15

Advisor

Dr. Shahid Mir

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Abstract

This paper is on purchase intention for luxury goods using consumer psychology. The paper focuses on iPhone as being the sole luxury item in this paper. The use of Ajzen’s theory of planned behavior with its variable: attitude, perceived behavioral control, subjective norm, and purchase intention helps in strengthen the argument of this paper. Moreover, this paper also discusses other sociological and psychological which influence purchase intention. The method which was used was quantitative analysis in which the survey was done randomly and of about 102 participants data was compiled. The data which was compiled had an age group from 18 to 35 and was solely done on the students and Alumni of IBA. After compiling the data, it was then run on SPSS to see the results of the reliability and co-relation. These results turn out to be positive. Hence, the research was successful in its findings. The result turned out to show that purchase intention has a strong relationship with attitude when the reliability test was performed.

Pages

36

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