Motivation of luxury consumption among Generation Y and senior consumers in China

LAW, WING YAN (2015) Motivation of luxury consumption among Generation Y and senior consumers in China. [Dissertation (University of Nottingham only)]

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Generation Y has become the new powerhouse in the Chinese luxury market since the

last decade. Despite the global economic crisis in 2009, the growth rate of luxury

market in China remains impressive. Chinese consumers, especially the Generation Y,

have become the major contributor of such dynamic growth in luxury market.

Without doubt, increasing consumers are engaging in the purchase of luxury products;

however, little is known about the motivation behind their consumptions.

This dissertation attempts to investigate the motivations of Generation Y and senior

consumer toward luxury consumptions, in regarding to their changing attitudes,

perceptions and intentions that affected by internal and external factors, in order to

discover the reasons behind the purchase. Aggressive GDP growth in China has

transferred into high purchase power and thus lead the country irrefutably become the

most attractive market for global luxury brands.

Culture factors such as individualism and collectivism are influential for consumers’

motivations from different aspects. Specifically, this study is designed to examine the

effects of those drivers toward luxury purchase intentions.

This study has conducted semi-structure interviews with 8 Generation Y and 5 seniors

to identify and corroborate the motivating factors behind their luxury consumptions.

The motivation between Generation Y and senior consumers are differ in the extent of

their culture, values, and other factors, which will be addressed in this study.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Law, Wing
Date Deposited: 23 Mar 2016 15:11
Last Modified: 30 Sep 2016 01:23

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