Difference in Luxury Purchasing Motivation between Chinese and British

Abstract

This research aims to find out the purchasing motivation of luxury in China and Britain, and the difference between them. Questionnaire for young people was used in this research to get the basic data in the two markets, and found that investment and reference group are new workable motivations in the two markets. This research found that British consumers have paid more attention to some social motivation, while Chinese pay more attention to some personal motivation, which is different with the former reviews.