The Study of Young Chinese Girls towards Eastern and Western Luxury Products
jin, xiaowei (2010) The Study of Young Chinese Girls towards Eastern and Western Luxury Products. [Dissertation (University of Nottingham only)] (Unpublished)
The economic development in China has led to the emergence of the young Emperors and Empress with high tendency towards the luxury brand. The research report begins with the general portrayal of the study considering the scope and limitation of this particular report. The literature review provides a comprehensive view of the concept of the luxury brand and the behavioural attitude of the consumers in general and specific context. Literature review begins with a detailed analysis of the luxury brands and goods. It comprises of characteristics, brand identity and awareness and aesthetic attributes of luxury goods. For conceptualising the preference towards the luxury goods various comparative literatures between the luxury and ordinary brands has also been nurtured. It focuses on new affluent and endurance of the Western and Eastern brands in China. Even the unique features of Chinese have also been highlighted to make out the consumption level, taste and priorities of Chinese consumer. The scope and motto of the study is not only to stick to the consumer behaviour and preference towards the luxury brands, it also concentrates on the distinctions and similarities of the Western and Eastern luxury brands. Apart from reviews of literatures it also deliberates to the qualitative approaches to find the real scenario. Interviews have been conducted of 15 ladies and girls of four main cities of China. Those are Beijing, Shanghai, Guangzhou and Nanjing. The ultimate conclusion is that the luxury brand satiates the intrinsic desire of Chinese women for showing strong affinity towards the foreign based brand. Affection towards luxury brands and increasing consumption level of it is possible due to three prime reason, overall economic growth of China, escalating empowerment of women and one child policy.
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