India is home to a burgeoning population of high-net-worth individuals, leading to a corresponding increase in consumer spending. As a result, luxury brands must adapt their strategies to meet the needs of discerning Indian consumers. Technological products have revolutionized the way we live and work, and this is especially true in the world of luxury. However, they have also given rise to a new breed of savvy shoppers who are far more likely to comparison shop and seek out user reviews before making a purchase.

The consumer behaviour study shows how people buy, what they buy when they buy it, and why they buy it. It includes the consumer’s emotional, mental and behavioural responses that precede or follow a purchase. A consumer perspective is a comprehensive view of consumer behaviour that incorporates how consumers think, feel and act concerning products and services and the social and cultural context in which these processes occur. In recent years, there has been an increasing interest in online word-of-mouth (eWoM) ‘s role in consumer behaviour. However, studies on these variables are scant. Therefore, this study focuses on the role of eWoM; primarily sweet and bitter purchase behaviour and comprehensively on pre, intermediate and purchase.

As the number of high net-worth individuals in India continues to grow, so does consumer spending. This increase is driven by several factors, including the growing popularity of digital platforms and the changing social landscape, one kind of consumer behaviour theory followed by marketers globally. Digital platforms are changing the way many people consume luxury goods and services. In addition to providing a convenient way to shop, they offer a more personalized experience. As a result, user perceptions of luxury brands are changing.

In recent years, there has been an increase in the use of social media platforms to share product information and recommendations with others. This study focuses on the role of eWOM in consumer purchase behaviour, specifically with sweet and bitter purchase behaviours. The study found that pre-purchase stage searches are primarily based on technology and user perception, while intermediate stage searches are more individualistic. 

At the same time, social reforms have made women more independent. This, combined with increased disposable incomes, has increased women’s spending power. Consequently, Indian women are increasingly becoming a force to be reckoned with in the luxury market.
From a consumer’s perspective, the rise in the number of high net-worth individuals has increased spending on luxury goods and services. Simultaneously, digital platforms are changing how luxury is consumed, with more people buying online and through social media. Additionally, social reforms have made women more independent, now playing a significant role in the luxury market.

The nature of the product also plays a role in determining the success of an endorsement. For example, products seen as high-status or luxury items are more likely to succeed when a celebrity is endorsed. However, the study did have some limitations. It was restricted to print advertisements, so it is unclear if the findings would be replicated for other forms of advertising, such as TV commercials. The study’s results suggest that celebrity endorsements are influential, but it is essential to consider the advertised product type. For example, consumer products that are not expensive and have a broad appeal are more likely to benefit from a celebrity endorsement than luxury items or niche products. This is because celebrities can reach a large audience and generate positive feelings toward the product. However, it is also essential to consider the consumer’s perspective. For example, if the consumer does not trust the celebrity or finds them credible, the endorsement is likely less effective. The study was limited to print advertisements, but celebrity endorsements may be even more effective when used in other media such as television or social media.