REAERCH IN CONSUMER PURCHASE MOTIVATION AND CONSUMER BEHAVIOR OF CHINESE LUXURY MARKET
Peng, Can (2012) REAERCH IN CONSUMER PURCHASE MOTIVATION AND CONSUMER BEHAVIOR OF CHINESE LUXURY MARKET. [Dissertation (University of Nottingham only)] (Unpublished)
This report provides the profiling the Chinese consumer toward purchasing luxury brands form the perceptions of luxury values and motivations toward luxury. The literature review presents a conceptual model of luxury consumption and examined by hypothesis the relationship of personal value, motivations and consumer behaviour on purchasing luxury brand with regarding to their response to luxury consumption. The questionnaire survey was conducted by email and telephones to collect data and over 100 people were requested to answer the survey to carry out the analysis. More than 70 responses were received. To carry out the analysis exactly 70 respondents’ data was used. The statistical analysis was carried by the IBM software tool called SPSS. This tool has been an important tool helping out at every step of analysis.
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