An Assessment of Factors Influencing University Students' Intentions to Purchase Luxury Skincare Products

This study explores the consumer behavior of university students in Delhi-NCR region toward purchasing luxury skin care products, focusing on impact vanity, brand equity, loyalty, awareness, and perceived quality their purchase intention. The rapid growth skincare market India, coupled with increased spending power influence younger generation, makes it vital to understand factors driving decisions. A quantitative research methodology was employed, using a structured questionnaire collect data from 200 region. SEM multiple regression analysis examined relationships between quality, findings this reveal that all independent variables significantly intention products among Vanity emerged as most influential factor, followed by awareness. suggests addition functional benefits social emotional aspects play critical role shaping intentions students. has practical implications for marketers brands targeting youth, particularly product development, branding, promotional strategies. By understanding each factor intention, can tailor marketing efforts enhance raise foster build strong brands, communicate high ultimately increasing share competitive market.