文档介绍：The Research of Characteristics of Chinese Luxury Consumer Behavior
Hui Liu
2012.
Index
Introduction
Research Background
Research Question and Objectives
2. Literarture Review
Definition of Luxury
Hawkins' consumer decision-making process model
Factors on rapid development of China's luxury goods market
China's Luxury Consumption Status
Researches about Characteristics of Chinese Luxury Consumer Behavior
3. Research hypothesis and model
4. Methodolagy
Research Background
Chinese luxury goods Consumption in 2010 amounted to billion . dollars, the global share of %, became the world's second largest consumer of luxury goods, by 2015 gross consumption value of luxury goods in China is expected to reach 248 billion yuan, replacing Japan as the world's largest luxury goods market. (World Luxury Association)
International first- class luxury brands entered into China's luxury market, eg. flagship stores, concept stores, store clusters of Louis Vuitton, Cartier and a number of world brands tend to land on Huaihai Road in Shanghai.
Research Background
China's luxury market exists distinct geographical differences, differences in the concept of plex features;
the luxury brands must more deeply understand the Chinese market and understand the Chinese consumer in order to get the market opportunities.
Research Question and Objectives
The research question of this study is why do consumers choose to buy luxury goods? which factors will influence consumer's choice?
The objectives of this study, the following aspects:
Analysis status of luxury consumption in China,
Description of characteristics of consumer behavior,
Model of characteristics of the Chinese luxury consumer behavior.
Literature Review
Definition of Luxury
Luxury,derived from the Latin word "luxus",meaning extensive indulgence in the senses, regardless of cost in doing so.
Luxury brands are those whose ratio of functional utility to price is very low, while on the other hand the r