The effect of luxury goods on consumer buying behavior: A research on the Tunisian generation Z

The market for luxury goods is growing and increasingly young buyers are buying luxury goods. V arious social media, with the growing popularity of luxury brands are contributing to increase of awareness to luxury goods and buying ratio. Consumers are adopting this approach through interactions, while consumers may be affected by these social media sites. Luxury goods is contradictory when we study prevıous theories while compared to normal goods, the significant part of conceptual frameworks, via customer behavior is different due to various reasons. The objective of study discusses the theoretical approaches of the luxury goods and observation of its practical implications by studying specific consumer goods of young people and their buying patterns. The group chosen for study was generation Z, to study this market we chose the students at Carthage University who were either full time students or working students. The objective of study also outlines the significant characteristics of luxury goods and their relationship with buying behaviour of consumers. The collection of data carried out was through structured survey adopted by previous relevant study and referenced in the report. This survey was based on mixed methodology with both qualitative and quantitative data. V arious questions were asked which were closed ended and open ended, so that respondents can express their opinions and we can get more insights to the topic. The theoretical framework and the results from survey, helped in identifying the most prominent characteristics ofluxury goods that consumers get attracted to were aesthetics, price, and quality. On contrary, survey also indicates social media is insignifıcant in influencing buying behaviour of consumers specifıcally for luxury goods. The Regression, ANOV A, T test and Correlation were alsa run to test relationship between variables. In conclusion, the theories and survey results sync with each other. Future research could be done to have in depth knowledge for luxury goods in broader spectrum and studying unidentified characteristics and regions to get more insights on the luxury goods. Keywords: Buying Behaviour, Brands, Luxury, Marketing, Social Media.