Published Paper Details:

ABSTRACT Consumer behaviour refers to the psychological processes that consumers go through while identifying needs, determining how to meet those needs, making purchasing decisions, interpreting information, formulating plans. Previously, consumer purchasing was oriented on financial value, with shopping being about getting required products and services. Modern customers, on the other hand, buy something to reward themselves, to meet psychological demands, or to make themselves feel better. Modern customers purchase items to make a statement, display their individuality, or increase their self-esteem. The purchased object has become a psychological confirmation. The study aims to investigate the customer purchasing behaviour towards premium branded items. The interaction between the independent variables (Price, Perceived Quality, Perceived Societal Status, and Brand Loyalty) and the moderating variable (Income) and the dependent variable (Consumer Buying Behaviour) has been examined. The primary data has been collected from 100 respondents by mass email to friends and colleagues, abbreviated and descriptive statistics has been used for data analysis. The perceived social status and brand loyalty are highly connected to the factors influencing consumer purchasing behaviour, although price and perceived quality are not. The monthly income does not impact the interactions between the independent variable, Brand Loyalty, and the dependent variable, Consumer Buying Behaviour.