The Attitude, motivation influence people’s buying Luxury goods: A survey of Chinese in China

Abstract

Despite recent global economic downturns around the world, but Luxury goods still the popularity as some of the most popular products in the world. Now-days, more and more people know about Luxury goods and interested with Luxury goods. China has become the largest Luxury goods purchaser market. From the report 2013 it shows that Chinese people have buy 25% of the Luxury goods in the world(Husband, P,2010). Luxury goods to be researched in my report were only included expensive accessory which are watches, bags, shoes, apparel, perfumers and so on. This article discussion about the facts that the attitude, motivation influence Chinese people buying Luxury goods. However, there mainly are three luxury consumer groups in China: the rich flaunting fortune and manifesting identity, the young people gaining a sense of satisfaction and the bribers for mutual collusion and commercially "hidden rules."(Wood, Zoe,2011) With the rapid development of national economy and the enhancement of the purchasing power, the luxury consumption Chinese people also got a certain development. The consumer perception of the people to the luxury goods needs to be guided and showing off the wealth to prove their self-esteem shows a lack of intrinsic value.