Uzma Naz and Samreen Lohdi
Luxuries are now being necessities for people day by day because people wants to be improve their life styles and by the utilization of luxury products they can fulfilled their self-concept by having a better social appreciation from society. The core reason of this research paper was to examine Impact of customer self-concept and life style on luxury goods purchases a case of females of Karachi. In today’s competitive world companies tried their best to make customer satisfied as customer satisfaction is very important because customer is the back bone of the organization. Companies know that customer want quality, authenticity and needs the history of a brand. The luxury brands are completely different offers and needed a very detailed approach to marketing and brand management. Quantitative research is used in this research paper and we have targeted females of Karachi who aged between 25-30 years. 200 is sample size of this research paper. The answers of the individuals were taken both electronically and manually. Frequency tables and pie charts were used to check the result with the help of SPSS. On the basis of result it has been accomplished that there is a positive significant impact of self-concept and life style of customer on purchases of luxury goods.
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