Author(s) :   Shruti Madhukarrao Dudhalkar¹, Prof. Dr. Shrinivas D. Manekar²

Abstract : This research delves into the motivations behind youth luxury electronics consumption in Nagpur District, India, moving beyond the utilitarian function of gadgets to explore the aspirational and experiential dimensions that drive these purchases. Employing a mixed-methods approach encompassing surveys, focus group discussions, and in-depth interviews, the study uncovers a complex interplay of factors that shape consumer behavior. Findings reveal that luxury electronics serve as symbols of status, success, and belonging to a modern lifestyle, fulfilling aspirational desires among young consumers. Moreover, these gadgets offer immersive experiences, from entertainment and self-expression to enhanced productivity and connectivity, contributing to a sense of personal fulfillment and enjoyment. The research also identifies the influence of social media, peer groups, and cultural values in shaping these aspirations and experiences. These insights offer valuable guidance for marketers and brands seeking to connect with the youth market in Nagpur District, emphasizing the need to go beyond product features and tap into the deeper emotional and experiential needs of this demographic.

DOI : 10.61161/ijarcsms.v13i2.2

Pages : 6-12

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