Title: Discovering the factors influencing the decision making among Generation Y for luxury and premium spas

Authors: Varsha Jain; Aastha Naik; B.E. Ganesh

Addresses: MICA, Shela, Ahmedabad – 380058, India ' Amazon Development Centre India Pvt. Ltd., Jairaj Orange Towers, Road number 2, Financial District, Nanakramguda, Hyderabad, Telanga, 500032, India ' MICA, Shela, Ahmedabad – 380058, India

Abstract: Globally, the luxury and premium spa and wellness industry is rising at an exponential rate. Specifically, it is growing at 8%-10%. Now, consumers use them for well-being and relaxation. They seek the same in the natural environment. This exponential rise was observed in the case of Generation Y. This is because India has had a mushrooming of luxury and premium spas in the last five years. Additionally, it has been observed that there is a lack of literature in understanding the decision making of Generation Y concerning premium and luxury spas. To address this, we will explore and understand the various factors related to decision making about premium and luxury spa. Thus, this study had four phases; study of online content, in-field observation, netnography and in-depth interviews. They helped us find the key factors considered by Generation Y for deciding luxury and premium spa: conspicuous consumption, people orientation, immersion of self and indulgence, self-peace and holistic environment.

Keywords: luxury spa; premium spa; Generation Y; India; decision making.

DOI: 10.1504/IJICBM.2019.104799

International Journal of Indian Culture and Business Management, 2019 Vol.19 No.4, pp.509 - 528

Received: 12 Jun 2018
Accepted: 07 Apr 2019

Published online: 29 Jan 2020 *

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