Luxury Consumption Motives Of Chinese Students In UK

The consumption of luxury products by emerging country consumers is rising gradually,indicating strong spending power.As Chinese international students in the UK are now a significant segment of these consumers,their behavior and purchasing motives are worthy of in-depth study.The purpose of this research is to define the motives of Chinese international students who buy luxury products,and to advise marketing for this particular group.In this study,the researcher combined quantitative survey and qualitative interviews,using IBM SPSS v20 to analyze data,with descriptive analysis,one-way ANOVA and linear regression.Interviews were transcribed and then coded.The replies of 400 survey participants and 10 interviews were used.The study was concluded in three parts.First,a summary of the demographics and individual characteristics of the respondents.Second,a discussion on their luxury-buying behavior and the underlying motives.Lastly,the verification of the suggested motives.According to the research results,there are motives for self-demonstrating,pleasure-seeking and peer-matching,as well as motives for "face-keeping" and gifting,two of the presumed norms in the Chinese culture.