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This cross-cultural study examines the influence of customers’ attitudes towards the need for uniqueness, their financial value perceptions, functional value perceptions, individual value
perceptions and social value perceptions on the Indian and French consumers’ purchase intention of luxury goods and services. Further, to form the hypotheses and predict the impact
of variables on purchase intention, Hofstede’s national culture dimensions have been referred to.
This study was carried out by following a formal structure which includes a literature review, identification of research gap and forming questions, followed by the hypotheses development. To gather the data, a quantitative methodology was adopted and a survey was floated. A total of 142 responses were collected from people of various age groups, genders, and occupations in both France and India. Various statistical tools such as descriptive statistics, multicollinearity tests, and regression analysis were carried out to analyse and interpret the data.
The study revealed that among all the independent variables, financial and individual value perceptions have a greater impact on luxury purchase intention in France than in India.
The study provides meaningful insights into the cultural beliefs in both countries and how these national cultures impact consumers’ value perceptions and need for uniqueness which
further influences their luxury purchase decisions. Finally, the study closes with discussing the implications, limitations, and future scope of research.
