A Study of Luxury Consumption: Consumer Behaviour of post-1980s generation in China

LUO, LINKE (2009) A Study of Luxury Consumption: Consumer Behaviour of post-1980s generation in China. [Dissertation (University of Nottingham only)] (Unpublished)

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In recent years, China’s luxury market has grown up dramatically. Many world luxury products companies have been attracted by the huge market potential in China. However, limited research has been focused on Chinese generation Y (aged 20 - 29) consumers which are considered an emerging consumer group that would be the main force of luxury consumption soon.

This study attempts to investigate the consumer behaviours of Chinese generation Y towards luxury. These Chinese are sharing certain characteristics of the new era of China. Characteristics of their consumer behaviours might be new comparing with the traditional styles. Therefore, their lifestyle characteristics have been investigated to provide detailed explanations of their motivations towards luxury consumption.

A qualitative approach was used to conduct this research for gaining valuable insight into the behaviours and motivations of the consumers. Semi-structured interviews were the main approach for gathering data. Snowball sampling method was applied to identify a sample of ten consumers.

Conclusions were drawn that Chinese generation Y consumers’ luxury consumption were being affected by both interpersonal effects and personal effects. Also, a positive attitude towards luxury products and luxury consumption made by Chinese generation Y was found. It seemed to be different from Chinese traditional views of luxury consumption.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 09 Jun 2021 12:36
Last Modified: 09 Jun 2021 12:45
URI: https://eprints.nottingham.ac.uk/id/eprint/23281

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