中国奢侈品消费行为研究

1、+The Research of The Research of Characteristics of Characteristics of ChinChineseese Luxury Consumer Luxury Consumer Behavior Behavior Hui Liu 2012. 4.30+Index Introductionn Research Backgroundn Research Question and Objectives2. Literarture ReviewnDefinition of LuxurynHawkins consumer decision-mak

2、ing process modelnFactors on rapid development of Chinas luxury goods marketn Chinas Luxury Consumption Statusn Researches about Characteristics of Chinese Luxury Consumer Behavior 3. Research hypothesis and model4. Methodolagy +Research BackgroundnChinese luxury goods Consumption in 2010 amounted t

3、o 10.7 billion U.S. dollars, the global share of 27.5%, became the worlds 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 worlds largest luxury goods market. (World Luxury Association)nInt

4、ernational first- class luxury brands entered into Chinas 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 BackgroundnChinas luxury market exists distinct geographical differen

5、ces, differences in the concept of the complex features;nthe luxury brands must more deeply understand the Chinese market and understand the Chinese consumer in order to get the market opportunities.+Research Question and ObjectivesnThe research question of this study is why do consumers choose to b

6、uy luxury goods? which factors will influence consumers choice? nThe objectives of this study, the following aspects:nAnalysis status of luxury consumption in China,nDescription of characteristics of consumer behavior,1.Model of characteristics of the Chinese luxury consumer behavior.+Literature Rev

7、iewnDefinition of Luxury nLuxury，derived from the Latin word luxus，meaning extensive indulgence in the senses, regardless of cost in doing so.nLuxury brands are those whose ratio of functional utility to price is very low, while on the other hand the ratio of intangible and situational utility to pr

8、ice is very high. Existing researches attempted to approach the definition of luxury from various perspectives (Nueno and Quelch 1998). +Luxury Scarcityhigh pricesExcellent qualityProfound cultural background non-essentialsHawkins consumer decision-making process model External factors:culture, popu

9、lation, environment, family, social status, reference groups, marketingInternal factors:perception, learning, memory, motivation, personality, emotions, attitudesSelf-concept and lifestyleDecision-making: situation, problem identification, information gathering, evaluation of the options, dealer opt

10、ions and purchase,buying+Factors of impact on rapid development of Chinas luxury goods marketEconomic factors: rapid growth of Chinas economic situationPsychological factors: to meet the psychological needs of self-realizationSocial factors: Society changed the new concept of consumption+Chinas Luxu

11、ry Consumption Statusa strong brand awareness, focusing on status. Affected by the traditional Chinese Confucian culture, face is very important in peoples minds. luxury and luxury brands are status symbol. More and more Chinese consumers buy luxury goods to meet their consumption needs.Chinese luxu

12、ry consumers are young. Different with western countries, the majority of luxury consumers in China are under the age of 40-years old.Chinese women spend huge on luxury goods, women has already been the main force in Chinas luxury market. Chinese consumers have a higher degree of acceptance of forei

13、gn brands. Most Chinese consumers spend on elementary luxury goods.+Researches about Characteristics of Chinese Luxury Consumer Behaviornon-essentials to be necessaryA非必需品的必需化high degree of socializingB高度社交化 paranoid brand consumptionE“偏执化”的品牌消费deviant consumer behavior. C消费行为的“越轨”optimal and lower

14、consumption trendsD趋优和趋低消费+Research hypothesis and modelResearch hypothesis and modelnHypothesis 1: Chinas rapid economic growth and changes of population structure directly led to the generation of demand for luxury goods. nHypothesis 2: Chinese peoples luxury consumption concept was deeply influen

15、ced by Confucianism.nHypothesis 3: Chinese consumers want to buy luxury goods largely in order to meet the needs of self-realization. nHypothesis 4: In the process of decision-making in consumption, brand scale, promotion and consumer experience are considered when consumer is choosing brand.+I V 1

16、E c o n o m i c : C h i n a s r a p i d economic growth & d e m o g r a p h i c changesIV2 Social:Confucian cultureface andrelationshipIV3 Psychological: Self-realization IVV:D e m a n d & MotivationDV: BuyingMV:brand scale,promotionchannel andc o n s u m e r experience+nIV1 Economic factors:IV1 Eco

17、nomic factors: Chinas rapid economic growth. Changes in the structure of Chinas population. nIV2 Social factors:IV2 Social factors:nFocus on the interdependence between people. nSeek for the balance of the interest of personal and group. nIV3 Psychological factorsIV3 Psychological factorsnMV1 Brand

18、scaleMV1 Brand scalenconsider the big brands as assurance with quality and reliability. nMV2 Promotion channels and consumer experienceMV2 Promotion channels and consumer experience+MethodologynThe focus-group study: three focus groups were conducted for developing a more inclusive questionnaire in order not to lose perspective.The first group includes 8 interviewees who are having a higher salary and aged between 36 and 55. The second group is also consists of 8 interviewees with a lower salary, and aged between 36 and 55.The third gro