Consumer Behaviour Towards Watches

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Purchasing Luxury Goods: consumer
behaviour of international students in the
UK

By
SRICHAN SRIVIROJ
2007

A Dissertation presented in part consideration
for the degree of MSc in International Business.

i

Acknowledgement

I would like to express my deepest sense to my supervisor Dr. Nick Ellis for his patience, time, and guidance. I am also in debt for his valuable time in scrutinizing through this study, which could have never been accomplished without his excellence advice.

I would like to thank all the students that took part in collecting valuable data towards this research.

I am thankful to Thada Pongsawang for his recommendations and suggestions in every stage of my work.

Finally, I would like to express my gratitude to my beloved parents for their support and care, without them I would not have been able to complete my research.

Srichan Sriviroj

MSc International Business

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ABSTRACT
This study attempts to investigate young consumer behaviour towards purchasing luxury brand products in three countries including the United Kingdom, Thailand and China. It describes the results from a survey of 144 students at various Universities in the UK. Snowball sampling method was applied to distribute online questionnaire. In this study, the statistical data analyses in a form of SPSS with the help of Microsoft Excel were conducted by applying a method of inferential statistics T-test and F-test. The combinations of qualitative and quantitative were used to aid the explanation of the results. This work mainly focuses on culture, motivation, status and material consumption, generation Y and gender. It indicates that there has been a change in culture suggesting that Eastern consumers purchasing preferences appears to imitate Western style behaviour. In terms of purchasing luxury brand items, UK and Thai consumers seems to have the same motivational factors whereas Chinese respondents show a different perspective. Status and materialistic consumption have been identified to show respondents behaviour and the purpose to why they purchase luxurious products in which UK and Thai respondents do not purchase products to show status or for possessive reasons; however, some Chinese respondents have shown some relation. The focus on generation Y has been applied to this study to show that teens have the same purchasing preferences and that products can be standardized worldwide. Additionally, there seems to be no relation towards gender and consumers behaviour towards purchasing luxury brand products.

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CONTENTS
__________________________________________________________
Abstract
Contents
Table Contents
CHAPTER 1: INTRODUCTION………………………………………………......1 1.1

Overview……………………………………………………. .1

1.2

Research Contribution and Objectives………………………..2

1.3

Structure of the Research……………………………………..4

CHAPTER 2: LITERATURE REVIEW…………………………………………...6 2.1

Introduction……………………………………………………6

2.2

Gender…………………………………………………………7

2.3

Differentiating Status Consumption and Materialism…………8

2.4

Generation Y…………………………………………………..9

2.5

Consumer Motives…………………………………………...10 2.5.1
2.5.2

2.6

Interpersonal Effects………………………………….12 Personal Effects………………………………………14

Culture………………………………………………………..17 2.6.1
2.6.2

Individual and Group Needs………………………….19

2.6.3

The Legitimacy of Group Affiliations………………..19

2.6.4

Hierarchy……………………………………………..20

2.6.5

The Value of Humility……………………………….20

2.6.6
2.7

Independent and Interdependent Self Concepts………18

Face…………………………………………………..21

Chapter Summary……………………………………………25

CHAPTER 3: METHODOLOGY………………………………………………...29 3.1

Introduction………………………………………………….29

3.2

Research Method…………………………………………….29

3.3

Data Collection………………………………………………32

3.4

Sampling…………………………………………………….34

3.5

Questionnaire Design………………………………………..36

3.6

Ethical Awareness…………………………………………..38

3.7

Chapter...
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