according to Dubois, Laurent, Czellar (2001). Aesthetics reflects a sensory response in an audience such as satisfaction, pleasure or affect. “The aesthetics dimension is composed of design, colour and style that create beauty, they are of primary importance” (Barnier, Rodina, Florence, 2005). The research also proved that French, Russian and UK consumers have a hedonic approach for luxury derived from aesthetics which Aesthetics dimension in France earned the highest position, 29%, in comparison to Russia, 19% and the UK, 15%. Hence, the fifth hypothesis is formed for the association between aesthetics and purchase of luxury goods. H5: There is a significant relationship between aesthetics and purchase of luxury goods. 3.3 Population and Sampling 3.3.1 Population “Population can be defined as total number of inhabitants constituting a particular race, class, or group in a specified area.” (http://www.answers.com/topic/population, no date). With reference to the topic at hand, the researcher has set that the target population for this research would be the Generation Y in Malaysia. Even the generation Y has been defined as born in between 1977 and 1994 by Horovitz (2002) and Sriviroj 2007, the study would survey specifically generation Y who are aged between 20 and 29 which focus on the college students, university students and young working adults.>