Attitude of Young Adults towards New Luxury Brand Positioning in Chinese Coffee Market
Gan, Lu (2011) Attitude of Young Adults towards New Luxury Brand Positioning in Chinese Coffee Market. [Dissertation (University of Nottingham only)] (Unpublished)
The aim of this dissertation is to investigate the perception of young adults – age between 18 and 25 – towards new luxury brand positioning in the coffee market, in order to know how new luxury brand positioning influences young adults and what elements lead them to new luxury brands. Similar phrases to new luxury brand positioning are Masstige positioning and affordable luxury. The wants of luxury products and relatively low price makes the need for this research. This dissertation was based on a review of related literatures and qualitative research through 2 focus groups.
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