Determinants of Consumer Purchase Intentions of TRNC Students for Luxury Goods

Luxury Goods Purchase intention based on consumer’s behavior about the luxury goods. Luxury goods can be anything that is more desired than its necessity. Consequently, in order to investigate the determinants of consumer purchase intention of students for luxury goods, we have to know the behavior of consumers regarding the luxury goods. This thesis aims at investigating the determinants of consumer purchase intentions of TRNC students for luxury goods. The determinants we choose here are decided on reviewing the extensive literature review. One depended variable i.e. Purchase intention has five independent variables i.e. Brand Knowledge, Luxury Goods Price, Luxury Goods Quality, Luxury Goods Social Value and Consumer Attitude. Data has been gathered from Eastern Mediterranean University and Cyprus International University through a distributed questionnaire. Analysis has been carried out by using the SPSS 25. And AMOS 24 software’s and results reveal that four determinants have significantly influenced the consumer purchase intentions in the Turkish Republic of Northern Cyprus. Except Brand knowledge, all other determinants such as Luxury goods price, luxury goods quality, consumer attitude and Luxury goods social value has positive influence on the consumer’s purchase intention decisions. Discussion of the results and the limitations of the study are discussed and included. Keywords: Turkish Republic of Northern Cyprus, Purchase Intention, Luxury Goods, Brand Knowledge, Consumer Attitude, Luxury Social Value, Price, Quality