Luxury Market: a study of purchasing intentions for luxury goods in China
Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
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.
In this dissertation, we use questionnaire to collect data, and then use mathematics and statistics to test our hypotheses.
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.
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.
Place, publisher, year, edition, pages
2013. , 36 p.
purchasing intentions, luxury goods, culture, economy, lifestyle, generations, China
IdentifiersURN: urn:nbn:se:hkr:diva-10869OAI: oai:DiVA.org:hkr-10869DiVA: diva2:639852
Degree of Bachelor of Science in Business and Economics
2013-06-07, 10:10 (English)