EXPLORING MASSTIGE MARKETING: A PRACTICAL INVESTIGATION INTO CONSUMER PERCEPTIONS AND PRODUCT ATTRIBUTES

This study tends to add value to the existing literature by empirically discussing whether the consumer perception of prestige value, i.e., associating prestigious value with a product, tends to overshadow the attributes and quality or positively influence them. Similarly, purchase intention is an essential determinant for buying a masstige product, how it is shaped by functionality, product price, and exclusivity. With the help of 31 31-item Likert scale questionnaires that were purposively distributed using online mediums, 177 usable responses were collected. The Smart-PLS structural equational model was then implemented to find the relationships between the variables. This research study rejects the stance that perceived product quality has a positive relationship with consumer purchase intention. This research has dismissed another hypothesis, i.e., product exclusivity has a positive relationship with consumer purchase intentions. This research study affirms that perceived prestige value positively influences product functionality. Similarly, perceived value and product exclusivity have a positive relationship. Specifically for perceived product quality, this research affirms that it has a strong relationship with exclusivity, functionality, and price rather than with the consumer purchase intentions for products in the masstige category.