Factors affecting Chinese consumers buying luxury goods overseas

University essay from Linnéuniversitetet/Institutionen för nationalekonomi och statistik (NS)

Abstract: Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically. Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically.

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