Luxury Market : a study of purchasing intentions for luxury goods in China

Abstract: Purpose/aim Culture, lifestyle and economy are the three factors that influence the purchasing intentions for luxury goods. The aim of our dissertation is investigating if the importance of the factors will be changed or not, with the changing generations in China. Design/methodology/approach In this dissertation, we use questionnaire to collect data, and then use mathematics and statistics to test our hypotheses. Findings The results show that the importance of the factors could be changed, with the changing generations in Beijing and Qingdao. In contrast, the importance of the factors could not be changed, with the changing generations in Ningbo. So, we cannot establish in China, the importance of the three factors could be changed or not, with the changing generations. Originality/value In this dissertation, our original ideas are the different generations and the factors which effective influence the Chinese consumer´s purchasing intentions of luxury goods. We collected data in different cities in China to figure out if there is any connection between the three factors and three generations. The risk of the research is the sample size, we will have errors in that respondents.