An Investigation of Consumption and Identity of Students in Beijing in the Luxury Goods Marketplace, Comparing with that of Chinese Students in the UK

TANG, JING (2013) An Investigation of Consumption and Identity of Students in Beijing in the Luxury Goods Marketplace, Comparing with that of Chinese Students in the UK. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Purpose— With the incredible economy growth of China, the number of the China’s middle class members are increasing and thus luxury consumption in China is growing too. China has become the largest luxury products consumer in the world now. Understanding Chinese consumers’ luxury consumption behaviour is essential to managers. However, among massive consumers who have great purchase power, university students are easier to be attracted by luxury products. As the most potential group consumers for luxury brand, studying students’ luxury consumption and identity are also necessary and important for managers and academic researchers. Therefore, this research is going to investigate consumption and identity of students in Beijing in the luxury goods marketplace and compares with that of Chinese students in the UK.

Design/methodology/approach—Being considered to use qualitative method, in-depth and semi-structured interviews were conducted to five Chinese students in the UK and to five Chinese students in China. The findings were presented by citing interviewees’ descriptions directly and applying relevant theories.

Findings—This research found that students who from the middle class families have similar characteristics with Generation 2 and have great interests in luxury products consumption. In relates to the word ‘luxury’, essence and symbolic meanings of luxury are considered by ten students. Products basic functions and symbolic meanings motive them to consume luxury products. Moreover, students’ luxury products consumption is influenced by culture, brand and materialism. In order to express their desired images, they construct their identities through luxury consumption and their identity construction is influenced by family values, others’ opinions, media and living environment.

Originality/Value—To the author’s knowledge, this research offers new empirical findings towards to luxury consumption and identity of specific Chinese students consumers in the UK and in Beijing. Moreover, the comparison is made to discover any differences and similarities of luxury products consumption and identity between Chinese students in the UK and Chinese students in China.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 27 Mar 2014 11:13
Last Modified: 23 Oct 2016 17:17
URI: http://eprints.nottingham.ac.uk/id/eprint/26447

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