An analysis of the consumers consumption motives of luxury fashion Dissertation

An analysis of the consumers consumption motives of luxury fashion branding in China - Dissertation Example But, there is an exogenous variable known as economic recession which has decreased the demand of luxury goods across different nations of the globe and majority of the countries of the world are still struggling with sluggish economic growth. Now the fact is that during the time of economic prosperity, people may indulge themselves in luxury purchase but during the time of economic uncertainties, people view luxury purchasing in the ground of utilitarian principles. Hence, the timing was right to conduct research on luxury item purchase decision of Chinese customers. Important fact is that China is an emerging country which is showing constant GDP growth rate for last couple of years hence the research findings will help future luxury marketers to design brand strategy to lure Chinese customers. ... The researcher used convenience sampling in order to select respondents while validity of the research result was also being checked in context to evidences of secondary data. The researcher has stressed on qualitative analysis of data without using any statistical techniques in order to maintain integrity of the data. Majority of the respondents pointed out that they purchase luxury fashion brands for increasing social status among peer group while others pointed out that they believe luxury products offer unmatched quality to them. However, the researcher has not analyzed the data with combination of inferential and descriptive statistics which have significantly blurred the data interpretation in this paper and this is the major limitations in this research. Future researchers should stress on this limitations and analyze the research variables with the help of more comprehensive statistical techniques. Table of Contents Chapter I: INTRODUCTION 7 1.1 Background 7 1.2 Research Prob lem 9 1.3 Rationale of the Study 9 1.4 Research Aim and Objectives 10 1.5 Research Questions 10 1.6 Outline of the Study 11 Chapter II: LITERATURE REVIEW 11 2.1 Present Economic Scenario of China 11 2.2 Consumer Behaviour towards Luxury Fashion Products in China 12 2.3 Hofstede’s 5-D Model Using the Culture of China 14 2.4 Purchasing Power of Chinese 16 2.5 The Concept of Luxury 17 2.6 Luxury Fashion Brands 18 2.7 Dimensions of Luxury Fashion Brands 19 2.8 Asian Luxury Fashion Brand Market 20 2.9 Luxury Fashion Brand Market in China 21 2.10 Consumption Pattern in China 22 2.11 Role of Gender in Chinese Consumption Pattern 22 2.12 Role of Income in Chinese