What Are the Factors Influence Chinese Consumer Behaviour on Luxury Goods?
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Running Head: LUXURY GOODSWhat are the factors influence Chinese consumer behaviour on luxury goods? [Name of the Writer][Name of the Institution]AcknowledgmentFor 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 ChinaTable of ContentsABSTRACT ILIST OF TABLES VILIST OF FIGURES VIICHAPTER 1 – INTRODUCTION 1Background of the Study 1Problem Statement 3Research Aims and Objectives 4Research Questions 5Significance of the Study 5Structure of the Dissertation 6CHAPTER 2 – REVIEW OF LITERATURE 8Definition of Luxury 8Luxury Goods in China 10Buying Behaviour towards Luxury Goods 14
CHAPTER 3 – RESEARCH METHODOLOGY 18Research Design 18Research Philosophy 19Data Collection Method 19Research Instrument 21Sampling Technique 22Participants and Sample Size 22Data Analysis Method 22Ethical Considerations 23Limitations of the Research 24CHAPTER 4 – RESULTS AND DISCUSSION 25Results 25Discussion 36CHAPTER 5 – CONCLUSION 40REFERENCES 42APPENDIX 50Informed Consent Form 50Survey Questionnaire 51LIST OF TABLESTable 1 – Gender Characteristics 25Table 2 – Age Characteristics 26Table 3 – Income Characteristics 27Table 4 – Area of Respondents 28Table 5 – Frequency to Purchase Luxury goods 29Table 6 – Types of Luxury Goods purchased 30Table 7 – Purchase of luxury products 31Table 8 – Luxury products and Price 32Table 9 – Reasons to purchase luxury brands 33Table 10 – Opinion towards luxury brands 35LIST OF FIGURESFigure 1 – Gender Characteristics 25Figure 2 – Age Characteristics 26Figure 3 – Income Characteristics 27Figure 4 – Area of Respondents 28Figure 5 – Frequency to Purchase Luxury goods 29Figure 6 – Types of Luxury Goods purchased 30Figure 7 – Purchase of luxury products 31Figure 8 – Luxury products and Price 32CHAPTER 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.