"Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKA Comparative Analysis between the Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKName: th Date: 10 August, 2016Number of Words: 114681 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKAbstractThis research paper investigates the purchasing behaviour, intention, and desires ofcustomers towards consumption of fashionable luxury items. There are severalpersonality traits that drive and influences customers in possessing certain brandeditems from brands like Prada, Versace, Gucci, Christian Dior and Chanel. In this paper,considerable research work is conducted that puts a light in the purchasing intentions ofcustomers towards high-lass branded items. The personality traits that help in predictingcustomer behaviour are self-contiguity, status, materialism, acceptance, social status,and uniqueness. In this context, the motivating factors of customers are discussedthose are analysed vividly. Surveys among the UK and Chinese customers areconducted that helps in analysis of the hypothesis set by the researcher for thisresearch work.In this research work, the research methodology focuses towards acquiringauthentic methods and ways that the researcher has adopted in successfulaccomplishment in this project. This research required interpretivism philosophy that willutilize small sample for in-depth as well as long-term research success. The data usedin this research work are both primary and secondary sources. It helps in collectingversatile responses from the participants through primary source along with supportingtheir views and opinions through secondary sources. A sample of 99 Chinesecustomers and 88 UK consumers is taken for participating in this research work. It isseen that the researcher is bound to maintain certain research ethics like not forcing2 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKparticipants as well as no-modification of collecting data while conducting the researchwork. In this research work it is seen that the social status held by customers is directlyrelated to their owning a luxury product. The fashionable luxury items help themflaunting their wealth and position in the society. Along with this, the analysed resultshave shown that majority of the respondents’ desires, intend and purchases luxuryfashionable items due to its exclusivity, quality, price, design and attractive looks. Ithelps them in flaunting their wealth and also makes them different from other people.Moreover, it also elevates their self-identify as well as uniqueness in their behaviour.Both family and peers also influence customers in possessing these luxury brandedproducts. It signifies their taste and preferences along with makes them self satisfiedamong the peers. It helps them feeling differentiated from other peers, family membersand acquaintances. Moreover, both UK and Chinese customers love the patronage ofluxury branded products due to its uniqueness, cosy, well-fitting and exclusive price witheye-catching attractiveness. As per the customers, the perceived values that these luxury brands hold are itshigh cost, meeting the desires, exclusivity and hold a good collection that makescustomers feel attracted towards luxury brands. Though certain social values aredifferent among UK and Chinese customers, but they feel like possessing it due to highself-esteem, has a good reselling value, originality, self-rewarding and a goodinvestment. The findings show that though Chinese people are not that rich and affluent3 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKbut they tend to acquire European lifestyle extensively. But, in UK rich people tend toconsume these luxury products and goods extensively. This inclination is due tofollowing international celebrities and following their style statements. 4 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKTable of ContentsAbstract ........................................................................................................................... 2Table of Contents ............................................................................................................ 5Acknowledgement ........................................................................................................... 91 Chapter 1: Introduction ........................................................................................... 101.1 Background ...................................................................................................... 101.2 Rational of the Research .................................................................................. 101.3 Research Aim and Objectives .......................................................................... 111.4 Research Questions ......................................................................................... 121.5 Research Hypothesis ....................................................................................... 121.6 Research Structure .......................................................................................... 142 Chapter 2: Literature Review ................................................................................. 162.1 Introduction ...................................................................................................... 162.2 Changing international affluence level ............................................................. 162.3 Concept of luxury brands ................................................................................. 185 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UK2.4 Brand Image and Brand Attitude ...................................................................... 192.5 Purchase Intentions and Consumer Behavior .................................................. 202.6 Factors driving into luxury consumption ........................................................... 222.7 Comparative study between European and Asian countries towardsconsumption of branded luxury products ................................................................... 232.8 Summary .......................................................................................................... 253 Chapter 3: Research Methodology......................................................................... 263.1 Introduction ...................................................................................................... 263.2 Research Philosophy ....................................................................................... 273.2.1 Justification of Chosen Research Philosophy ............................................ 273.3 Type of Data Used: Quantitative ...................................................................... 283.3.1 Justification of Chosen Data type: Quantitative ......................................... 283.4 Data Collection Methods: Primary and Secondary ........................................... 293.5 Sampling Procedure ......................................................................................... 303.6 Data Analysis Method ...................................................................................... 316 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UK3.7 Sample Size and Population ............................................................................ 323.8 Research Ethics ............................................................................................... 333.9 Summary .......................................................................................................... 344 Chapter 4: Findings and Discussion ....................................................................... 354.1 Findings and Analysis ...................................................................................... 354.1.1 Relationship of Social Status with the possession of Luxury Goods .......... 354.1.2 Impact of Family members and Peers ....................................................... 394.1.3 Attributes preferred by the Chinese and UK customers while purchasingluxury products ....................................................................................................... 434.1.4 Perceived Functional Values ..................................................................... 474.1.5 Perceived Social Values ............................................................................ 484.2 Demographic Classification .............................................................................. 494.3 Buying habit of luxury branded product ............................................................ 544.4 Comparative Analysis of the Findings .............................................................. 644.5 Overall Discussion of the Analysis ................................................................... 687 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UK5 Chapter 5: Conclusion and Recommendations ...................................................... 715.1 Overall Conclusion of Aims and Objectives with Research Questions ............. 715.2 Summary of Literature Survey and Review ...................................................... 725.3 Research and Findings Contributions .............................................................. 745.4 Recommendations depending on Analysis and Theoretical Discussion .......... 755.5 Managerial Contribution ................................................................................... 765.6 Scopes of Future Studies ................................................................................. 786 References ............................................................................................................. 807 Appendix: Questionnaires ...................................................................................... 897.1 Section I: Respondent Details .......................................................................... 897.2 Section II: Generic ............................................................................................ 907.3 Section III: Product and Brand ......................................................................... 927.4 Section IV: Customers’ Behavior ...................................................................... 938 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UKAcknowledgementThe completion of this undertaking project would not be possible without the mereparticipation and assistance of so many people whose names may not be enumerated.Their contributions and participations are greatly appreciated and acknowledged. Iwould like to express my indebtedness and appreciation particularly to the following:Mr. XYZ, Ms. A ... and Ms. R. for their endless support, kindness and understandingthe spirit during case presentation. Moreover, I also extend my deep gratitude to all myfriends, family and acquaintances who in one or another way shared their support bothmorally and physically.Thank You,Warm Regards,Student Name9 | P a g e Comparative Analysis: Motivation and Purchase Intention of LuxuryGoods between the Customers of China and UK1 Chapter 1: Introduction1.1 BackgroundIn recent years, consumption of branded luxury products has increaseddramatically across the globe. Selnes (2013) commented that global currencyfluctuations had boosted the market of luxury goods extensively. In the last fewdecades, luxury items are not restricted to elite and rich classes but also have extendedto the general population in a huge amount. Customers get motivated in buying luxurybranded products due to its beauty, exclusivity, premium quality and unbeatable prices.According to the opinion of Chabowski et al. (2013), since luxury items are allied withpremium prices; it satisfies the psychological needs of customers such as hedonic,materialistic and economic value. Both developing and developed countries havecustomers those may have a slight difference in opinions regarding consumption ofluxury items but have a huge craze for those products. This section of the researchstudy will be discussing the background of research, the importance of this research, itsaims and objectives along with research questions. 1.2 Rational of the ResearchPreviously, in early age’s luxury products were limited to cars, watches, garmentsand cars. But, in recent times the perception has changed drastically. As stated byGensler et al. (2013), nowadays, luxury products include everything right from bags,tourism, personal accessories, fragrances, grooming and make-up kits. A commonmentality has arisen among people in consuming luxury branded products is that it10 | P a g e "