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英国留学生毕业论文:A Comparison of Buying Behaviou

A Comparison of Buying Behaviour toward Luxury Goods in UK and China

ABSTRACT

This thesis is a comparative research based on buying behaviour toward luxury goods in UK and China. Through analyze the current situation of luxury goods consumption and buying behaviour toward 英国留学生毕业论文luxury goods in UK and China, it seeks to find out what motives lead to the buying behaviour, what buying behaviour should be in China’s luxury goods market, what China’s luxury goods consumption should learn from the U.K..

Through detailedly referring to previous and current literatures on buying behaviour and luxury goods consumption, a questionnaire was designed to explore buying behaviour toward luxury goods in UK and China. Designed questions cover the motives leading to people’s purchase, expenditure and people’s consciousness in luxury goods consumption, etc.
Base on collected questionnaires from responders in China and the U.K., a detailed analysis was implemented according to the feedback. to disclose the possible characteristics of buying behaviour toward luxury goods in UK and China.

The results showed that, in luxury goods consumption, there were much differences on aspects of main consumer groups, motives, consumption consciousness in luxury goods consumption between UK and China. British consumers were found more rational than the Chinese. Its buying behaviour also represented a rational character. On basis of the analysis, the thesis revealed the deep reasons and background resulted in the status in luxury goods consumption in UK and China and ultimately brought forward strategies for guiding buying behaviour toward luxury goods in China.


Chapter 1: INTRODUCTION

1.1 The problem
The concept of luxury can be traced back to ancient Greek times, however, the luxury brand was more or less occurred in the mid-19th century. With the progress of industrialization and the development of globalization, the luxury goods industry flourished in 1970s and developed with a rapid growth in the past 10 to l5 years,. According to the estimation of Merrill Lynch, Asia will be the largest market for luxury goods consumption. In 2004, Japan retained its position as the world's largest consumer of luxury goods (41%), China ranked third in the world (12%), which followed the United States-in the second place closely (17%). All in all, there are two trends change in the development of luxury market, in its geographical distribution, it has experienced four stages: the European market 100 years ago, the U.S. market after the Second World War, the Japanese market after the age of 70, and the rise of today's new emerging markets such as China, India, Russia. The consumer groups also transferred from the originally traditional European high society to the general public and the emerging affluent consumer groups. According to the statistics of investment bank Goldman Sachs, China's total sales of luxury goods (excluding aircraft and a private yacht) reached 60 billion U.S. dollars in 2004, which accounted for 12% of the total world's luxury goods consumption, while the figure was only 1%five years ago. According to their findings, China has already been the world's third largest consumer of luxury goods, the total consumption of luxury goods is only 41% lower than that of Japan and 17% of the United States; and other countries of Europe took 16%; other countries took 14%. Chinese consumer demand for luxury products will rise with an annual growth rate of 20%, in 2015, it will account for 29% of the world's total sales of luxury goods and tie for first with Japan in the world. With China's economic development, the purchasing power of consumers has improved, the share of the luxury consumption also grows, all of these show that China is a huge consumer market of luxury goods.



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