The Luxury Purchasing Motivation Of Consumers Perceived Value Of The Factor Analysis

With the improvement of living standards of our country, the luxury goods entered our life gradually. A good macroeconomic environment and consumer consumption help to shape the motivation of luxury goods purchasing. The paper analyzes different angles to define luxury and customer perceived value based on the literature research. At the same time, the paper summary the seven main aspects of customer perceived value towards luxury that domestic and foreign scholars agree.This investigation describes the current status of the luxury field and the consumer groups in it, a preliminary analysis of customer perceived value of different customer towards luxury goods as well. The study used the questionnaire method, based on SPSS statistical software. The question is designed according to the BLI scale developed by Franck Vigneron in 2004. The dissertation is to verify Vigneron's five value aspects of luxury goods: conspicuousness, uniqueness, quality, hedonism, extended self, and further discusses whether the age, monthly income and education level influence the five aspects above. The research face to the women in Beijing, and briefcase was chosen as a representative of luxury goods. A variety of statistical methods verify that there are four aspects of female customer perceived value, that is, conspicuousness, uniqueness, quality, and self-expression. Ageing is an important factor for the perceived value in the pursuit of luxury uniqueness, monthly income impact the feeling of uniqueness and quality, education don't affect the women consumer perceived value.The 4ps of marketing methods including product, price, promotion and place are also discussed in the dissertation. The suggestions are given at the end of the research.