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An analysis of the consumers consumption motives of luxury fashion branding in China
Pages 42 (10542 words)
An Analysis of the Consumers’ Consumption Motives of Luxury Fashion Branding in China Abstract In this research paper, the researcher has shaded light on “Consumers’ Consumption Motives of Luxury Fashion Branding in China” There is common belief that luxury products are targeted for premium customers who are ready to shell out extra bucks of money in order to get the premium feelings.
But, there is an exogenous variable known as economic recession which has decreased the demand of luxury goods across different nations of the globe and majority of the countries of the world are still struggling with sluggish economic growth. Now the fact is that during the time of economic prosperity, people may indulge themselves in luxury purchase but during the time of economic uncertainties, people view luxury purchasing in the ground of utilitarian principles. Hence, the timing was right to conduct research on luxury item purchase decision of Chinese customers. Important fact is that China is an emerging country which is showing constant GDP growth rate for last couple of years hence the research findings will help future luxury marketers to design brand strategy to lure Chinese customers. ...
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