StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Chinese Consumer Reasons for Purchasing Luxury Brands in the UK - Dissertation Example

Cite this document
Summary
The paper "Chinese Consumer Reasons for Purchasing Luxury Brands in the UK"  comments objectives to be accomplished through this research - factors that Chinese consumers took into consideration buying luxury brands, understanding their consumption patterns, and preference for shopping in the UK…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER96.3% of users find it useful
Chinese Consumer Reasons for Purchasing Luxury Brands in the UK
Read Text Preview

Extract of sample "Chinese Consumer Reasons for Purchasing Luxury Brands in the UK"

Download file to see previous pages

Luxury goods are not necessities and consumers don’t buy them solely on the basis of functionality, the key factor behind their decision to buy luxury products is the perception they have of the product based on the self-esteem and pride the luxury product can give them. For this reason, the study focuses on the perceptions our sample has about the luxury brands that they are consuming. This premise is supported by Willis (2008, p.245) in his research published in Journal of East and West Business, he suggests that the Chinese are attracted to Western products on the basis of their appeal and image, they feel that the possession of the luxury products can add power and luster to their self-image as perceived by their social circle and family.

The functionality of the product is often superseded by the perceived enhancement of image and self-esteem in the eyes of peers and colleagues (Willis, 2008). The respondents were presented with the question that what compels them to pay a higher price for a luxury brand that could have the same functionality as that of a lower-priced brand?It was inferred from the responses that the majority valued fashion and social acceptance as the key factor behind purchasing luxury products. It can also be inferred that the functionality of the product ranked pretty low on the list of reasons for buying the product.

The personal value and the role of social interactions are significant determinants of purchase evaluation and the consequent purchase behavior (Wang, Hi & Li, 2012). Since the interviews were conducted in person, some discussion was also part of the responses, some other findings were: • Quality was although expected from a luxury product; it was not a decisive factor in the purchase decision. • Consumers seek luxury brands to coincide with their personality so that the qualities of the brand can be seen reflected in their personalities.

One of the respondents emphasized that “They are not just products with higher price and quality, but something can indicate someone’s social identity and lifestyle.”• Respondents were asked about their own unique definition of luxury, some defined luxury as “self-indulgence”, “pampering oneself” and “an exhibition of wealth”. The common inference from the responses was that nearly all spoke of intrinsic values they derived from the brand and no one mentioned the price factor.

Perhaps the higher price and qualities were expected from the luxury brand, they did not need to be stated.• On the issue of whether a higher price was justified one of the respondents summed it up as “if the price bothers the person so much, then perhaps the luxury product is not for them, after all, they can and do get the same functionality from the lower-priced or copied version. The luxury brand is for superior tastes.” The majority of the respondents believed that the price was justified because the brand offered much more than just functionality.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“An investigation into Chinese consumers' reasons for purchasing luxury Dissertation”, n.d.)
Retrieved from https://studentshare.org/marketing/1462947-an-investigation-into-chinese-consumersyie-reasons
(An Investigation into Chinese consumers' Reasons for Purchasing Luxury Dissertation)
https://studentshare.org/marketing/1462947-an-investigation-into-chinese-consumersyie-reasons.
“An Investigation into Chinese consumers' Reasons for Purchasing Luxury Dissertation”, n.d. https://studentshare.org/marketing/1462947-an-investigation-into-chinese-consumersyie-reasons.
  • Cited: 0 times

CHECK THESE SAMPLES OF Chinese Consumer Reasons for Purchasing Luxury Brands in the UK

Marketing Strategies of Burberry for the Chinese Luxury Market

This research study investigates the marketing strategies used by luxury brands in entering major markets and in doing so, conducts a study of the UK luxury brand Burberry in China.... The motivation for purchasing luxury goods is arguably quite different from the motivation for purchasing non-luxury goods (Vigneron & Johnson, 1999).... This research study intends to provide an understanding of the luxury goods brands' market positioning and dynamics and to some extent the appropriate marketing strategies in relation to the non-luxury segment of products and how these factors culminate in overall brand appeal of luxury brands....
87 Pages (21750 words) Essay

Consumer Behaviour in the UK and China Automobile Industry

The paper "Consumer Behaviour in the uk and China Automobile Industry" states that the literature review section has aimed to develop a theoretical background of this research topic and the research methodology section has presented factual findings and detailed discussion.... in the uk, nearly 50% of car owners are ready to sell their existing cars for purchasing a new one.... The cultural paradigm of different markets like China and Britain reflect significant impacts on the purchasing behaviour of cars and domestic vehicles....
36 Pages (9000 words) Dissertation

Chinas Luxury Goods Market

The paper "Chinas Luxury Goods Market" highlights that the main objective of the study is to determine the attitudes and behaviors of consumers toward luxury brands in China.... The following sections then focus on the Chinese consumption behavior towards luxury brands, particularly the unique characteristics of Chinese consumers, the strategies for promoting luxury brands in China, as well as the possible challenges that Chinese companies may face in promoting such luxury brands....
21 Pages (5250 words) Dissertation

Reasons of Chinese Consumers for Purchasing Luxury Brands in the UK

An investigation into Chinese consumers' reasons for purchasing luxury brands in the uk Chapter Two: Literature Review Overview This literature review discuses the purchasing habits of luxury brands by Chinese consumers residing in United Kingdom.... According to Scholz (2012), luxury brands focus on the top two tiers of the Maslow's hierarchy of needs pyramid: Self-esteem and self-actualization.... Furthermore, in most cases the luxury brands are manufactured by hand or have a certain element of customization, making it one-of-a-kind product....
12 Pages (3000 words) Literature review

What Drives Chinese Into Buying Luxury Goods in the 21st Century

Their addiction to brands is allowing the Chinese market to make place for itself in the international luxury market and also helping the global luxury brands to increase their influence on the Chinese customers.... What Drives Chinese Into Buying luxury Goods in the 21st Century?... China has acquired the top position in demand for a variety of consumer goods, among which luxury goods occupy a major percentage of the total demand.... The fact that the demand for luxury goods by the Chinese population is increasing rapidly has become a theme of discussion in the international market....
32 Pages (8000 words) Dissertation

Consumers Consumption Motives of Luxury Fashion Branding in China

The global recession has decreased the sales of luxury brands in both mature markets (the US, EU, and Japan, etc) and the developing markets.... This has been viewed by luxury brands as an opportunity to flourish and expand into the globe.... The majority of the luxury brands have developed strategies specifically for developing countries like China, Brazil, and India in order to mark their presence worldwide.... t is said that in the 1990s, China was growing considerably in terms of economy and GDP; so many luxury brands launched their products in the Chinese market (Assael, 1998; LVMH, 2007; Ahmed, et al....
43 Pages (10750 words) Dissertation

Consumer Behaviour in UK and China Automobile Industry

This dissertation under the title "Consumer Behaviour in the uk and China Automobile Industry" explores the issue of consumer behavior.... The gathered primary data has disclosed major trends in consumer behavior in car markets of the uk and on the Chinese people.... This paper focuses on the impact of culture on consumer behavior in the automobile industry of uk and China.... In order to conduct a focused study, five research questions are pre-defined that includes (1) causes of different consumer behavior in an automobile industry of uk and China; (2) influence of national culture on consumer behavior....
36 Pages (9000 words) Dissertation

Culture's Influence on Luxury Consumption in China and the United States

The other large markets for luxury goods include Japan, France, Italy, the uk, Canada and Brazil.... The paper will also give an example of some corporations and brands that have capitalized on these unique characteristics through their marketing strategies to capture the luxury market.... Collectively, they take more than 40% of the global luxury market (Scholz 13).... The luxury goods, especially, is significantly influenced by the consumers' cultural background....
10 Pages (2500 words) Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us