A study of influence of personal factors on consumer behavior in luxury goods in China

This study attempts to investigate the influence of personal factors in consumer behavior regarding luxury consumption in Beijing, China. The relevant literature was used to build a conceptual model to guide the development of the analysis. Based on this model a survey was conducted on 270 responden...

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Main Author:	Shi, Jian
Format:	Thesis
Language:	English
Published:	2012
Subjects:	HD Industries Land use Labor
Online Access:	http://eprints.utm.my/id/eprint/43937/1/ShiJianMFPPSM2012.pdf
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id	my-utm-ep.43937
record_format	uketd_dc
spelling	my-utm-ep.439372021-01-17T07:45:28Z A study of influence of personal factors on consumer behavior in luxury goods in China 2012-07 Shi, Jian HD Industries. Land use. Labor This study attempts to investigate the influence of personal factors in consumer behavior regarding luxury consumption in Beijing, China. The relevant literature was used to build a conceptual model to guide the development of the analysis. Based on this model a survey was conducted on 270 respondents in Beijing, China. Quota sampling method was applied to collect data. Income at least 50000RMB per year, and possessing at least one luxury product was used as the criteria for the sample. Some 234 useable questionnaires were returned for analysis. This study mainly focuses on how personal factors influence people purchase luxury goods, for personal factors of age, gender, lifestyle, self-concept, perception, and brand experience. The findings were: (1) there is significant difference in consumer behavior by age groups, and also generation Y is the most loyal group for a brand compared with other age groups; (2) women are likely to purchase luxury goods more than men and they tend to consume the same brand more than men; (3) the personal factors such as lifestyle, self-concept, perception, brand experience can clearly explain consumer behavior. Remarkably, brand experience is the most significant factor that influences consumer behavior; (4) the personal factors are also significantly associated with brand loyalty for luxury consumption among Beijing luxury consumers. Knowledge of Chinese consumers’ personal factors can substantially improve the efficiency and effect of marketing effort on the luxury market. Such knowledge can make marketing planning such as promotion strategies and positioning product to different consumers easier. The analysis of this study provides measurable variables that reflect the main element of Chinese consuming the luxury products and enrich the knowledge of luxury companies beyond the demographic information about Chinese consumers. 2012-07 Thesis http://eprints.utm.my/id/eprint/43937/ http://eprints.utm.my/id/eprint/43937/1/ShiJianMFPPSM2012.pdf application/pdf en public masters Universiti Teknologi Malaysia, Faculty of Management and Human Resource Development Faculty of Management and Human Resource Development
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD Industries Land use Labor
spellingShingle	HD Industries Land use Labor Shi, Jian A study of influence of personal factors on consumer behavior in luxury goods in China
description	This study attempts to investigate the influence of personal factors in consumer behavior regarding luxury consumption in Beijing, China. The relevant literature was used to build a conceptual model to guide the development of the analysis. Based on this model a survey was conducted on 270 respondents in Beijing, China. Quota sampling method was applied to collect data. Income at least 50000RMB per year, and possessing at least one luxury product was used as the criteria for the sample. Some 234 useable questionnaires were returned for analysis. This study mainly focuses on how personal factors influence people purchase luxury goods, for personal factors of age, gender, lifestyle, self-concept, perception, and brand experience. The findings were: (1) there is significant difference in consumer behavior by age groups, and also generation Y is the most loyal group for a brand compared with other age groups; (2) women are likely to purchase luxury goods more than men and they tend to consume the same brand more than men; (3) the personal factors such as lifestyle, self-concept, perception, brand experience can clearly explain consumer behavior. Remarkably, brand experience is the most significant factor that influences consumer behavior; (4) the personal factors are also significantly associated with brand loyalty for luxury consumption among Beijing luxury consumers. Knowledge of Chinese consumers’ personal factors can substantially improve the efficiency and effect of marketing effort on the luxury market. Such knowledge can make marketing planning such as promotion strategies and positioning product to different consumers easier. The analysis of this study provides measurable variables that reflect the main element of Chinese consuming the luxury products and enrich the knowledge of luxury companies beyond the demographic information about Chinese consumers.
format	Thesis
qualification_level	Master's degree
author	Shi, Jian
author_facet	Shi, Jian
author_sort	Shi, Jian
title	A study of influence of personal factors on consumer behavior in luxury goods in China
title_short	A study of influence of personal factors on consumer behavior in luxury goods in China
title_full	A study of influence of personal factors on consumer behavior in luxury goods in China
title_fullStr	A study of influence of personal factors on consumer behavior in luxury goods in China
title_full_unstemmed	A study of influence of personal factors on consumer behavior in luxury goods in China
title_sort	study of influence of personal factors on consumer behavior in luxury goods in china
granting_institution	Universiti Teknologi Malaysia, Faculty of Management and Human Resource Development
granting_department	Faculty of Management and Human Resource Development
publishDate	2012
url	http://eprints.utm.my/id/eprint/43937/1/ShiJianMFPPSM2012.pdf
_version_	1747817122447228928

A study of influence of personal factors on consumer behavior in luxury goods in China

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