The Chinese Buying Behavior In The Luxury Sector

The science of Buying Behaviour has been often and deeply studied in different fields such asmarketing, sociology or within companies. This science’s purpose is to understand theprogression of the customer’s purchasing decision.There are many non statics factors interfering and influencing the consumer. Those numerousfactors and their perpetual evolution lead the scholars in Buying Behaviour toward continuousresearches.The luxury sector is a particular one which endures low fluctuations even in crisis periods. If inEurope or America, luxury remains a sector dedicated to the elites, in Asia the customer base isa heterogeneous one. Besides, China is one of the first worldwide consumers of luxury and thenotion of luxury is important and present in each minds.This thesis proposes a study of the Chinese Buying Behaviour in the luxury sector. Theresearch’s purpose is to determine what the factors inherent to the Chinese population are andthe influence on the willingness to buy luxury products.