Review of individual and social factors affecting self-esteem and its impact on the purchase of luxury goods

Abstract

Today, understanding consumer behavior is key to the success of marketing programs. Thus, study and understanding of various aspects of man becomes important. Behavior that make each person in different situations directly influenced by imagination that he or she has made of his or her existence. Picture your made can influence his decision to buy. The aim of this study was to examine individual and social factors affecting self-esteem and its impact on the purchase of luxury goods. Hence a questionnaire with 56 items was developed individual and social factors and their impact on self-esteem was measured in purchasing luxury goods. The population of this research were 152 students of Kharazmi university, on random sampling. The results suggest that social factors (such as the dimensions of the support and solve other problems) have the greatest impact on your self-esteem in order to buying luxury goods. Hence, marketing programs must be prepared based on these factors

Keywords

• self-esteem
• individual factors
• social factors
• luxury good