An Empirical Research On Women’s Motivation Of Luxury Brand Consumption

Luxury is defined as a kind of unique, rare and precious consumer goods that beyond people’s necessary needs of survival and development. According to the international classification of luxury, it contains jewelry and watches, fashion and leather products, upscale hotels, luxury yachts and some luxury leisure activities. Nowadays, luxury has become dreamed consumer goods for the public. Recently, the impact of economic crisis and recession of western economic causing a certain extent decrease of the demand for luxury through the worldwide market. However, at the same time, the consumption of luxury goods of some emerging countries has increased solidly, such as China, Russian and Brazil, and China shows her tremendous potential as a luxury market with the most rapidly growth.With the take off of economy and incensement of disposable personal Income, China has became an irreplaceable market of luxury, which attracts many top luxury brands expand their business to China. Meanwhile, the social position of females in China is elevating, and have more opened mind of consumption, as a result, their purchasing power is enhanced as well as their demand of luxury, their consumption also become a significant power of China’s economy development.Based on both theory and practice, this paper is focus on the luxury consuming motivation of Chinese female consumers, there are not many similar researches about luxury market of China have been done before. This paper will discuss thoroughly about whether Chinese female consumers are suitable with present western consuming motivation model, and what he performance characteristics of Chinese female consumers under traditional Chinese values are. There are three core problems:(1) What is luxury? What are its characteristics?(2) The consuming motivation of Chinese female consumers including which dimensionalities? Are there different consuming motivations between female consumers? What the difference between them?(3) Is there any instruction that Chinese local luxury enterprises can get from the consuming motivation of Chinese female consumers? As long as these problems are solved, we can comprehend the critical factor for the success of a luxury brand, and make instruction for establishing Chinese local luxury brands.In order to solve the problems above, this paper is divided into8parts. First part is introduction, which is a description of the frame of this paper by telling the researching background, the meaning of research, researching method and content of research; Second part is literature review, after review of completed researches, conclude the results of these researches and get a summarize of luxury’s concept and characteristics and make a theoretical basis for further research; Third part is an overview of the Chinese luxury market with female consumers, in this part, writer will make a description of Chinese luxury market first, then make another overview focused on the female consumers; The fourth part is theory analysis, the theoretical basis of this paper is from the result of the completed researches, which is also need to be combined with the actual social and economy background, and with demographic variables as analysis variable.The fifth part is the design of research,which is to describe the method of how to design and collect the questionnaire. The data analysis statistical approach methods used in this paper are: descriptive statistics, reliability analysis, validity analysis, factor analysis and correlation analysis. The result that writer get using the collected data from questionnaire survey, can test the rationality of the assumption about luxury consuming motivation of Chinese female consumers, and get the correlation analysis result of demographic variables and luxury consuming motivation. The sixth part is empirical analysis, writer get three result in this part:(1) luxury consuming motivation of Chinese female consumers including social oriented motivation and individual oriented motivation;(2) luxury consuming motivation of Chinese female consumers contains status symbolic motivation, conformity motivation and flaunting motivation; And the individual oriented motivation is made up by inner self motivation, quality pursuing motivation and self-indulgent motivation;(3) Different demographic variables have various consuming motivation. The seventh part is the suggestion of Chinese local luxury brand:(1) Luxury enterprises should emphasize the diversified development of tradition brands;(2) Luxury enterprises need to seize and guide the consumption tendency of consumers;(3) Chinese local luxury enterprises can motivate their competitiveness by merger foreign luxury brands.The research of this paper has a certain extent limitation which is described in eighth part, such as the restriction of time and region. The questionnaire survey was just collected from Chengdu and Nanning, the sample size is relatively small and may cause imperfection of testing with some variables. Therefore, during the further research, the increase of sample size for different regions is necessary. And researchers should investigate more precisely on the two dimensionality of consuming motivation and the principal factor that influences the decision of purchase, and then improve the research of the luxury consuming motivation of Chinese female consumers...