Immigrants’ Luxury Brand Purchasing Intentions in the Australian Context
The purpose of this study is to examine immigrants’ level of ethnic identity, level of acculturation to host country (Australia) and demographic factors (income, age, and education) in relation to their luxury brand purchase intention in Australia. The research will be conducted on Indian subcontinent born immigrants in Australia and will use survey questionnaires for online data collection. Descriptive analysis and various tests (i.e. regression analysis, ANOVA test) will be required to be conducted depending on the data and sample distribution. The major contribution of this research will be to understand the importance of ethnic identity, acculturation level and to reveal the major demographic variables on immigrant consumer behaviours towards luxury brands in Australia, and thus to identify means by which marketers can effectively formulate a unified segmentation strategy to target immigrant consumers.