The paper "Luxury Consumption Motives of Chinese Female Consumers" is a perfect example of a marketing research proposal. Definition of the term luxury is rather wide receiving considerably varying definitions from different viewpoints. Vigneron and Johnson (1999) define it as a good or service that is not necessarily a need but is considered valuable as it brings happiness, pleasure and comfort. According to Sulehri et al (2011), luxuries are the extras of life that make it more enjoyable, comfortable, rewarding and fulfilling. In general, luxuries are goods and services that consumers do not necessarily need but they use or buy them with their surplus income for purposes of enjoyment and comfort.
There is an emergent interest about luxuries and a correspondingly increasing research regarding this area. This has been prompted by the changing trends in luxury consumption during the recent years as the art of luxury consumption spills over from the elite class to people of all backgrounds. Luxury consumption motives Global luxury consumption has experienced considerable growth over the past decades. With the increasing number of luxury consumers, the future of luxury industries is indeed promising (At-Sahalia et al 2004).
Luxury consumption in China clearly justifies this argument with the Chairman of Asian Pacific Consumer Markets KPMG China, Nick Debnam, stating that China is becoming increasingly significant in the global luxury market. In actual fact, China is expected to account for about 20% of the global market by 2015. In 2009, China was ranked the world’ s second-largest luxury market; surpassing the United States for the first time. A recent survey confirms that China is indeed marching towards leading the global luxury market underscored by increasing wealth among citizens, continued confidence in the economy, and increasing favorable attitudes towards luxuries.
Salmela (2010) points out that unlike the former years, negative sentiments about luxuries are rapidly declining and people are indulging into luxury consumption irrespective of costs involved. Attitudes towards luxury consumption The graph depicts that negative sentiments about luxuries such as superficial, wasting money and showing off have fallen radically while positive attitude associating luxuries such as success and good quality of life has increased over the past two years. According to Yang (2011), the advent of advanced communication and technology has transformed the buying behavior of luxury buyers in China.
Emotive factors such as self-reward, experience, need-based factors and status-seeking factors are now key drivers in purchasing decisions. Economic and social changes in China have refurbished the composition of luxury buyers in China. Contrary to past statistics, when men buyers overly dominated the market, Chinese women are gaining buying power with increasing economic independence. In 2001, three out of four luxury buyers were men opposed to today’ s statistics which portray an equal balance (Jun and Zishi 2007). Luxury consumption motives in Chinese female Communication luxury consumption motive is a key strategy being employed by luxury companies in China in order to attract female consumers in the rapidly growing interest in female luxuries.
In addition to gaining financial dependence, Chinese women nowadays receive equal employment chances as men and have access to higher education. Research indicates that income received by women has increased from 20% in 1950 to over 50% in the present day. As a result, more and more women are indulging in luxurious activities and buying luxurious goods for the mere purpose of pampering themselves and self-rewarding.
Steenkamp et al (2003) note increased luxury consumption has consequently led to reduced saving levels among women to about 24% in 2009 from 55% in saving rates in 2006.
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