Consumer Preferences and Motivations for Purchasing Luxury Brands vs. Commercial Brands: A Comparative Study in Chennai City

Abstract

The Indian consumer market has witnessed significant transformation over the past two decades, driven by rising disposable incomes, globalization, and digital media exposure. In Chennai, a city blending traditional values with modern aspirations, consumer choices toward luxury and commercial brands present a unique contrast. This study examines the motivations and preferences of 100 respondents from varied demographics, focusing on psychological, social, and economic factors influencing purchase decisions. Findings reveal that luxury brand purchases are largely driven by prestige, social recognition, superior quality, and aspirational value, particularly among younger professionals and students from affluent families who view luxury as a symbol of identity and lifestyle. Conversely, commercial brands are preferred for their affordability, accessibility, and reliability, especially among middle-class households prioritizing practicality. The study concludes that while luxury consumption is growing under globalization and social media influence, commercial brands remain dominant for their functional and value-driven appeal.