Comparison

between behaviour and motivations of

British and Chinese luxury buyers
By Linda Pu
 Background
In recent years, the UK luxury market has dramatically increased
and China has become the world’s second large market. With
the development of globalization, more and more companies are
involved in the trade all over the world. The luxury market is
experiencing a good period for exploring.

The luxury companies not only have to focus on the behavior and
motivations of consumers, but they also have to find out the deep
reasons behind relating to the cultures differences.
 Hypothesis:
British people pay more attention to
represent individual when buying
luxury than Chinese people.

Research method:

80 questionnaires in total
5 interview
search essays from the Internet
1
 How do Chinese people define luxury?

In most people definitions, luxury is something expensive with high

quality
 Basic questions about luxury consumption

61.54% of people said they buy

luxury, but not often
65% 0f people are willing to spend less than 1000 yuan per
month on luxury, which accounts for less than 10% of income
per month

34% of people said the purpose of buying luxury is to

give other people as a business gift or social exchanges

The main way to buy luxury is offline stores, chosen

by nearly 50% of people.
Motivations

1 brand cultural

The main
motivations 2
special designs

3 good quality
 2
The research results in British
 Results to Basic questions

1 2 3 4 5
in British half of the 67% of people 4% of British The money
spent on luxury
people’s people said they said they are people buy accounts for
definition, luxury sometimes buy willing to spend luxury as a gift of less than 15% of
income per
is something luxury but not less than 5oo business or month
unique and rare often pounds per personal
with high quality month to buy communication
luxury
Motivations

distinctive design hurself

A way to
reward yourself

high service level

 3
Compare and Contrast the results
Compare and Contrast the results

Chinese collectivist social background and Britain's

Social motivation
individualistic culture

Offline luxury stores are the main way for the people for
Purchasing method both countries to buy luxury

In China, nearly 34% of people said the purpose of buying

Purpose of buying luxury luxury is to give other people as a business gift or social
exchanges while only 4% of British people buy luxury as a gift
of business or personal communication.
People's attitude towards buying high imitations

44.87% of Chinese people said they may accept this action depending on the
situations.

In the interview in London, 60% of people said they can not accept the action, 40%
accept because of the low price.

This shows again the background difference between China and England. Chinese
people pay more attention to other people’s opinions while British people care
more about their own needs
Compare and Contrast the results

Chinese collectivist social background and Britain's

Social motivation
individualistic culture

Offline luxury stores are the main way for the people for
Purchasing method both countries to buy luxury

In China, nearly 34% of people said the purpose of buying

Purpose of buying luxury luxury is to give other people as a business gift or social
exchanges while only 4% of British people buy luxury as a gift
of business or personal communication.
THANK YOU