An Exploratory Study on Mongolian Women Consumer Behavior toward Purchasing Luxury Fashion Brands

Abstract

The purpose of this study is to examine the impact of personal values, social recognition, and demographics on Mongolian women toward luxury fashion brands. Those variables are very influential when it comes to the involvement the purchasing intention of Mongolian women who are very venerable with what other's thought and being accepted in society. The study utilizes a survey approach to gather data regarding an exploratory on Mongolian woman consumer behavior toward purchasing luxury fashion brands. Surveys were administered to 301 respondents. The result of this study would contribute to luxury fashion brand marketers who want to penetrate the market in Mongolia and who is already present in the market and wants to maintain the loyalty of their customers. It can also be a part of the study of international consumer behavior toward luxury brands consumption and marketing strategy in Mongolia.