A Study of the Chinese Customer Behavior in the Luxury Fashion Goods

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Front page
1.Chapter1: Introduction to the research1
1.3The Research2
1.3.1Aim of the research2
1.3.2Research objectives2
1.3.3Research questions2
1.3.4Research method3
1.4Structure of Dissertation3
2.Chapter2: Literature Review6
2.2The Relevant Concepts6
2.2.1Luxury Goods6
2.2.2Brand Equity8
2.2.3Consumer Behavior10
2.2.4Collectivism and Individualism12
2.2.5Face Culture15
2.3Main Theories in Customers’ Attitudes Toward Luxury Goods16
2.3.1Previous research on consumption behavior of luxury goods16
2.3.2Main influential17
2.3.3The model of luxury brand variables influence costumers’ attitudes18
2.4Framework and Hypotheses20
2.4.1Product appearance20
2.4.2Brand influence22
2.4.3Luxury goods characteristics23
2.4.4Chinese social factors25
2.4.5Chinese personal factors27
2.4.6Attitudes towards luxury goods29
2.5Model Development31
3.Chapter3: Research Methodology35
3.2Research Aims and Objectives35
3.2.1Research aims35
3.2.2Research objectives35
3.3Research Design36
3.4Data Collections37
3.4.1Secondary Data Collection37
3.4.2Primary Data Collection38
3.5Research Methodology38
3.5.1Qualitative research38
3.5.2Quantitative research38
3.5.3Research method selected39
3.6Quantitative Research Techniques40
3.6.1Survey method40
3.6.2Mail interview41
3.6.3Online interview41
3.6.4E-mail interview41
3.7Questionnaire Design42
3.7.1Specify the information needed and the type of interviewing method43
3.7.2Decide on the question structure44
3.7.3Determine the question wording45
3.7.4Design the questionnaire46
3.7.5Pretest the questionnaire48
3.8.1Sample design and procedures48
3.8.2Sample size determination48
3.8.3The population of interest49
3.8.4The sample frame and sample method49
3.8.5Sample size determination50
3.9Data Analysis51
3.10SPSS Methodology51
4.Chapter4: Data Analysis53
4.2Profile of Respondents53
4.2.3Education level56
4.2.5Cross-comparing of the demographic58
4.3Analysis of Variance59
4.3.1Variance between gender groups59
4.3.2Variance between age groups59
4.3.3Variance between education level groups60
4.3.4Variance between income groups61
4.4Questionnaires Means Test (One Sample Test)62
4.5Hypothesis Test66
4.6Multiple Regression Analysis76
4.7Structural Modal78
5.Chapter5: Recommendations, Suggestion and Limitation79
5.2Conclusion of research objectives79
5.2.1Conclusion of objective one: To identify which general variables are most important to influence consumers’ attitude toward fashion luxury goods.79
5.2.2Object 2: If taking Chinese social factors into consideration, will it influence Chinese consumers’ attitude towards luxury goods?81
5.2.3Conclusion of objective three: To identify whether personal factors will influence consumers’ attitude toward fashion luxury goods.82
5.3.1Price Strategy84
5.3.2Product Strategy85
5.3.3Communication Strategies85
5.3.4Enhance consumer relationship management86
5.4Limitation and Suggestion87
5.5Learning Outcome88
AppendixⅠ: one-way ANOVA text between the gender groups99
AppendixⅡ: one-way ANOVA text between the age groups100
AppendixⅢ: one-way ANOVA text between the education level group103
AppendixⅣ: one-way ANOVA text between the income level group104
AppendixⅤ: The Hypothesis105
Appendix Ⅵ:Multiple...
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