In The Comparative Study Of Luxury Consumers Buying Motives

As the time changes, people’s need to use luxury products is much expanding.Since, many researches and surveys had been done in the western countries on thosemotivations which make people attracted to use luxury products. Initially, Analyst Veblenconducted such kind of survey on above subject and concluded the summary as “the mainreason to purchase and use of luxury product is to show off to others”.Afterwards, Chinese analysts lately commenced their surveys, but with comprehensiveand effective results. One of the Chinese Analyst classified the motivations to make peoplepurchase luxury products into two divisions as socio-influenced and personality-influencedfactors.According to his conclusion, the socio-influenced factors will include the facts toshow-off, imitate, social relation and communal status. As to personality-influenced factors,it will include the facts of self-satisfaction and self-inspiration.As being one of the developing countries, in Mongolia, very fewer surveys andquestionnaires were conducted on luxury products attraction and people’s mindset topurchase and use such products, since the luxury products recently introduced to themarket and imported to Mongolia. Even the public, are at the beginning stage to use luxuryproducts.China and Mongolia are neighbor countries both have very similar culture andtradition, but really are differentiated from the people’s mindset and motivation ofpurchase of luxury products.This Diploma thesis will present not only the research evidence of Mongolian marketof luxury products that based on foreign analysts study and main reasons that influence thepeople’s choice, but also will evaluate and compare personality and individual behavior ofbuyers of the two countries.Finally, the main objective of this Diploma thesis is to support Mongolian luxurymarket and its development and way forward by means of proposing appropriate marketingpolicy and fresh business ideas.