Journal of Business and Retail Management Research

Consumer purchase intention towards luxury brands is influenced by various factors, both internal and external. The purpose of this study is to examine the values that drive consumers to purchase luxury brands during COVID-19. The study seeks to achieve four main objectives by examining four universal values, namely openness to change, conservation, self-enhancement, and self-transcendence, and their impact on purchase intention. We collected primary data from upper-middle-class youth and young adults through a questionnaire. Previous research shows that aspirational youth, including GenZ and millennials, are the primary consumers of luxury brands today.

To analyze the data, we used Statistical Package for Social Sciences (SPSS) – version 25 and Analysis of Moment Structure (AMOS) – version 23. The results demonstrate that self-direction, stimulation, hedonism, achievement, conformity restraint, universalism, benevolence, and preservation have significant relationships with purchase intention. However, no significant relationship was observed between power attainment, security, and purchase intention.

Purpose – This research study aims to examine different influential elements that affect consumer behaviour starting from their arrival at check-in and throughout the check-out process in the context of Marriott International Inc., using case study observation and interview methods within a qualitative and quantitative paradigm. It endeavours to identify how certain positive influential factors can contribute to ultimate vacation experiences and therefore provide a competitive advantage to Marriott International Inc.

Design/methodology/approach – This report is grounded on primary research. The empirical framework is based on literatures on potentially influential factors at hotel check-in and check-out that affect consumer behaviour.  The research design involved the use of systematic and rigorous methods, including observation, interviewing and data analysis, to test hypotheses and validate research findings. Primary data was collected with the combination of observation of consumers and interviews with management. It aims to establish a reliable and valid relationship between theoretical concepts such as first impressions and observable phenomena in the real world, which can help to inform practice and improve our understanding of consumer behaviour. 

Findings – The study found that there are five factors that can greatly influence consumer behaviour, including first impression, smile, staff, service, and waiting time. These factors were categorised into positive, negative, dependent, and bipolar categories, and were shown to have a significant impact on both consumer behaviour and business operations.

Practical implications – The study finds certain behavioural elements impact on the effectiveness of provided service while specific influential factors improve the overall experience. Hence the organisation with the consideration of positive service components can provide exceptional service which enhances consumer loyalty.

Originality/value – This paper represents the first academic research undertaken at Marriott International Inc. to investigate various influential factors that affect consumer behaviour and their implication for its success.

This article aims to better understand the customer experience at different fashion brand levels in. Given that many studies have looked closely at the in-store customer experience, there is very little data on the application of the results to different brands with different market positions.

Purpose: The purpose of this research is to look at different fashion brand physical stores, understand their compositional elements and highlight the type of customer experience they would induce.

Design/methodology/approach: Nine fashion brands were observed in the heart of Paris in March 2022. The sample consisted of active luxury, high-end and premium brands in the French market.

Findings: In a highly digital world, brands are investing more in the phygitalization of their retail stores. And yet high-end and luxury brands still retain a more traditional look from their standalone retail stores, concept, and flagship. The aesthetic of the physical retail environment is mirrored in a theatrical setting that tells a story; the customer is the protagonist. Along the way, the social and societal aspects of retail stores are highlighted. The level of involvement, knowledge, and expertise of brand representatives, as well as the environments created for clients to weave their social activities, help induce, and influence their experience. In high-end and luxury boutiques, hedonist experiences are guided by design and reinforced by social and societal dimensions.

Original/value: Current research has demystified the client experience in a physical retail environment and has identified the dimensions that greatly affect it and how they affect it.

Research limitations and outlook: The limited external validity of qualitative research methods encourages us to pursue observations and corroborate results on the one hand. On the other hand, empirical testing would help to confirm the relationship between variables and their relevance in the area studied.