Masstige Branding in Semi-Urban Gujarat: Perceived Luxury vs Price Trade-offs

Monaz Sathvavwala

Abstract: This research examines perceived luxury-price trade-offs in masstige branding among 876 semi-urban Gujarati consumers. We scrutinize how trust, digital interaction, institutional assurance, and perceived risk influence buying behavior. Findings validate a dynamic, trust-centered model, revealing that institutional assurance and digital trust mechanisms mitigate risk and foster premium-seeking behaviors. Price sensitivity is nuanced, contingent on converging brand, peer, and institutional signals. This study offers actionable insights for marketers navigating emerging Indian markets.

Keywords: Masstige Branding, Consumer Behavior, Semi-urban Markets, Consumer Trust, Price Perception

How to Cite?: Monaz Sathvavwala, "Masstige Branding in Semi-Urban Gujarat: Perceived Luxury vs Price Trade-offs", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 626-630, https://www.ijsr.net/getabstract.php?paperid=SR25709102121, DOI: https://dx.doi.org/10.21275/SR25709102121