AN INVESTIGATION OF CONSUMER BUYING BEHAVIOUR IN INTERNATIONAL LUXURY FASHION BRANDS IN AZERBAIJAN
In this study, it is aimed to model the "cause" based buying behavior of luxury products and to find the decision making process. The proposed model tries to explain the relationships between perceived values, causes, general causes and behavioral intention in behavior determining factors by using behavioral reason theory. Behavioral Reason Theory was developed as an extension of Planned Behavior Theory which is one of the traditional behavioral intent models. Modeling the purchasing behavior with products that are in high demand from luxury products by including the “reason” factor in the Planned Behavior Theory provides a better explanation of the behavior. In this study, contrary to Behavioral Reason Theory, it is suggested that perceived values play a regulatory role in the effect of general motifs.