Domains of Living and key demographics: Their impact on luxury consumption behavior of affluent Qataris

Abstract

Purpose: The purpose of this paper is to investigate the impact of key demographics (i.e. gender, age, education and income) on the rich Muslim consumers Domains of Living (DoL). DoL were broken down into being, belonging and becoming domains. Relationship between the DoL and luxury consumption behavior (LCB) was analyzed as well. Being domain included elements that indicated who one is and how one defines the self; belonging domain linked an individual to his/her environment; and becoming domain referred to the set of social activities that an individual performed. Design/methodology/approach: A questionnaire-based survey was conducted to get insights into the LCB of affluent Muslim consumers and how these insights related to key demographics and DoL. The researched population was Qatari consumers who were buying luxury products and belonged to a high-income bracket. Stratified sampling method was considered appropriate because the key objective of the study was to generalize the results across the affluent Qatari population. Stratification of the population was primarily done through the selected demographic variables. This research survey, conducted in Qatar, resulted in the collection of 213 usable questionnaires. General Linear Model Multivariate Analysis and Multiple Regression Analysis were used to establish the goodness of fit and to test the proposed hypotheses. Findings: Results indicated that there were significant LCB differences between the genders, age groups, income levels and educational background. Furthermore, there was a significant association between the three DOLs and LCB. There were indications that for affluent Qatari Muslims, consumption of luxury products had become a socially accepted norm. Fulfillment of luxury needs did not isolate rich Muslims from their family and friends or made them unhappy about luxury consumption. This behavior could be related to high levels of affluence among Qataris that makes acquisition of luxury products easy and not effort or time intensive. Practical implications: Islamic luxury markets need to adopt an appropriate balance of global (considering global luxury trends) and local (based on cultural, social and religious forces) marketing strategies to engage rich Muslim consumers. Originality/value: This paper presents LCB from the perspective of affluent Muslim consumers within the context of DoL and through the lens of key demographic variables.