A study of brand experience dimensions affecting the age wise lingerie buying behaviour of consumers in India.

Abstract

Lingerie for women depicts a high involvement profile and not just meets their functional requirements but also impacts their psychological, psychosocial and behavioral outcomes. However, there have been very few studies which have tried to deconstruct the lingerie buying behavior of the women as a multi-sensory construct involving their senses, emotions, intellect, actions and social relationships ultimately leading to brand loyalty. This study aims to evaluate the effect of brand experience on the lingerie buying consumers of India, by applying the brand experience scale propounded by(Brakus, Schmitt, & Zarantonello, 2009) categorizing brand experience as sensory, affective, intellectual and behavioral. A collection of 1392 women across India, aged between 18-44 were interviewed in order to assess their age wise brand experience