Abstract:
This research study provides a comprehensive understanding of how Consumers'
Cultural Sensitivity, Ethnocentrism, and Demographical Characteristics impact
consumer attitudes toward luxury fashion brands in Sri Lanka, specifically focusing on
the Colombo District. The study also examines how demographic factors such as age,
gender and income moderate these relationships, offering insights into consumer
segmentation and brand positioning strategies.
Based on an extensive literature review, a conceptual framework was developed to
investigate the relationships among Cultural Sensitivity, Ethnocentrism, Demographic
Characteristics, and Attitude Toward Luxury Fashion Brands. Primary data was
collected through a well-structured questionnaire distributed among 384 local
consumers using a convenience sampling method. The study employed univariate
(descriptive), bivariate (correlation), and multivariate (regression) analyses, along with
moderation analysis, to achieve the research objectives.
The findings revealed that Cultural Sensitivity and Ethnocentrism significantly
influence consumer attitudes toward luxury fashion brands. Consumers with high
cultural sensitivity exhibited more favorable attitudes toward luxury brands, while
those with high ethnocentric tendencies preferred local brands. Additionally,
demographic factors such as age, gendet, and income significantly moderated these
relationships, highlighting variations in brand attitudes among consumer segments.
The research emphasizes the importance of understanding cultural and demographic
influences in the Sri Lankan fashion industry. It provides practical implications for both
international luxury brands and local fashion marketers, enabling them to tailor their
strategies to match the values, preferences, and identities of diverse consumer groups
in an emerging market context.
Overall, this study contributes to the existing literature on cross-cultural consumer
behavior and luxury branding by examining the combined impact of Cultural
Sensitivity, Ethnocentrism, and Demographic Characteristics on consumer attitudes in
Sri Lanka's evolving luxury market.
