Study On Chinese Luxury Market Segmentation Based On Consumer's Attitude

In the past time, luxury belongs to the behaviors of minority, only the noble can buy it. However, with the development of economic, cultural and time changing, people's attitude toward luxury have been altered. Trading up has become a universal phenomenon of the world. According to statistics Academy of Social Sciences, in China, consumption of luxury goods has increased to 9.4 billion U.S. dollars, accounting for 27.5% for the total sale samount of the global luxury goods trade in 2009. Surpassing the U.S., China has become the second largest luxury goods consuming country in the world. In 2015, consumption of luxury goods in china will surpass Japan, and become largest luxury goods consuming country in the world. The survey data above indicate that luxury industry has become more and more popular in China, and luxury consumption market in China presents a tremendous potential for development. But, in China, luxury is still a new study field, at present, luxury theory research is the lack of deep and systemic. Researching luxury consumers'attitudes and psychologies can help to guide people to have a concept of rational luxury goods consumption and conducive to the development of luxury market more stable and matural. This article, based on consumer attitudes and research on the Chinese luxury goods market segmentation, hopes to provide valuable reference for the operating luxury goods companies in the Chinese market.Firstly research analyse the relevant literature on luxury, attitudes and market segmentation. Secondly, give an overview of the Chinese luxury goods market situation and future trends. From the impact of factors for luxury market, the Chinese luxury consumer behavior and the problems in the Chinese luxury goods market several aspects deeply analyze the status of Chinese luxury market. Finally, from the angle of attitude cognition, emotion and behavior these three elements, the author constructs 9 key aspects of the measurement of attitude: cognitive elements: product feature, product performance, perceived quality, perceived image, perceived value; emotional elements: inner feeling, product preference; factors of intention: purchasing motivation, purchasing tendency, and determine the attitude measurement scale for this study.This research use statistical software SPSS, methods included descriptive statisties, factor analysis, reliability and validity analysis, clustering analysis, ANOVA,and Chi-square. The results show that, based on consumer's attitude, it can be divided into four categories. According to the relationship between consumer's attitude and consumer's behavior, the results show that it exist difference in consumer's behavior among different attitude, and demographic variables and consumer's attitude present partly significant difference. Based on the theory and practical research above, from the perspective of marketing and management, this study gives a comprehensive analysis and explainations to the results, which hope to provide a practical and academic implications for luxury companies promoting in Chinese luxury Market.