What Are the Factors Influence Chinese Consumer Behaviour on Luxury Goods?
Essay by nashra • February 28, 2018 • Research Paper • 12,770 Words (52 Pages) • 1,118 Views
Essay Preview: What Are the Factors Influence Chinese Consumer Behaviour on Luxury Goods?
Running Head: LUXURY GOODS
What are the factors influence Chinese consumer behaviour on luxury goods?
[Name of the Writer]
[Name of the Institution]
Acknowledgment
For this research, I would like to thank my family, friends and specifically my supervisor, for supporting and guiding me throughout my journey of learning. Without their support, it would not have been possible for me to conduct this research.
Declaration
I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.
Signed __________________ Date _________________
ABSTRACT
Because of the increase developments of national economy as well as the improvement in purchasing power of people, the consumption of luxury products in China is also experiencing certain developments. Despite of the increased growth of luxury goods consumers in China, there have been little studies conducted that are related to the attitude of Chinese consumers for purchasing luxury goods and brands. Research studies pertaining to luxury consumers are mostly linked to their drives behind the consumption of these goods. The interesting question is that why most Chinese people prefer to purchase luxury goods. Therefore, an increased understanding of Chinese luxury goods consumption might help this industry on global perspective. This study is conducted to assess the various factors that influence Chinese consumer behaviour towards luxury goods purchasing. Research aims and research questions were developed, and past studies related to luxury consumption in China were discussed. Primary data was collected through surveys from luxury goods consumers in China. The study found that factors such as improved self-image, improved social status, quality, price, lifestyle changes, increased income, show-off factor etc. drive Chinese consumers to purchase luxury goods, hence impacting their behaviour towards these goods.
Key Words: Luxury Goods, Chinese Consumer Behaviour, Luxury Market in China
Table of Contents
ABSTRACT I
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 – INTRODUCTION 1
Background of the Study 1
Problem Statement 3
Research Aims and Objectives 4
Research Questions 5
Significance of the Study 5
Structure of the Dissertation 6
CHAPTER 2 - REVIEW OF LITERATURE 8
Definition of Luxury 8
Luxury Goods in China 10
Buying Behaviour towards Luxury Goods 14
CHAPTER 3 – RESEARCH METHODOLOGY 18
Research Design 18
Research Philosophy 19
Data Collection Method 19
Research Instrument 21
Sampling Technique 22
Participants and Sample Size 22
Data Analysis Method 22
Ethical Considerations 23
Limitations of the Research 24
CHAPTER 4 - RESULTS AND DISCUSSION 25
Results 25
Discussion 36
CHAPTER 5 - CONCLUSION 40
REFERENCES 42
APPENDIX 50
Informed Consent Form 50
Survey Questionnaire 51
LIST OF TABLES
Table 1 - Gender Characteristics 25
Table 2 - Age Characteristics 26
Table 3 - Income Characteristics 27
Table 4 - Area of Respondents 28
Table 5 - Frequency to Purchase Luxury goods 29
Table 6 - Types of Luxury Goods purchased 30
Table 7 - Purchase of luxury products 31
Table 8 - Luxury products and Price 32
Table 9 - Reasons to purchase luxury brands 33
Table 10 - Opinion towards luxury brands 35
LIST OF FIGURES
Figure 1 - Gender Characteristics 25
Figure 2 - Age Characteristics 26
Figure 3 - Income Characteristics 27
Figure 4 - Area of Respondents 28
Figure 5 - Frequency to Purchase Luxury goods 29
Figure 6 - Types of Luxury Goods purchased 30
Figure 7 - Purchase of luxury products 31
Figure 8 - Luxury products and Price 32
CHAPTER 1 – INTRODUCTION
This chapter introduces the research topic to the readers by discussing background of the study, problem statement, highlighting the research aims and objectives as well as research questions, significance of the study, definition of key terms used throughout the study, and structure of the study followed throughout the research.
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