India is home to a burgeoning population of high net-worth individuals, and this has led 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 behavior 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 behavioral responses that precede or follow a purchase. consumer perspective is a comprehensive view of consumer behavior that incorporates not only how consumers think, feel and act in relation to products and services but also the social and cultural context in which these processes take place. In recent years, there has been an increasing interest in the role of online word-of-mouth (eWoM) on consumer behavior. However, studies on these variables are scant. Therefore, this study focuses on the role of eWoM; primarily sweet and bitter purchase behavior 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 being driven by a number of factors, including the growing popularity of digital platforms and the changing social landscape which is called one kind of consumer behavior theory followed by the marketer globally. Digital platforms are changing the way many people consume luxury goods and services. In addition to providing a convenient way to shop, they also 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 as a means of sharing product information and recommendations with others. This study focuses on the role of eWOM in consumer purchase behavior, specifically in relation to sweet and bitter purchase behaviors. 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 led to a rise in spending power among women. 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 resulted in increased spending on luxury goods and services. Simultaneously, digital platforms are changing the way luxury is consumed, with more people buying online and through social media. Additionally, social reforms have made women more independent, and they are now playing a major role in the luxury market.

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