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Before looking into the different arguments about luxury goods sold in China and the UK, a general introduction of the background of luxury market will be firstly reviewed. Followed by the definition and interpret of some characteristics of consumer behavior and motivation. Finally, a comparion between China and UK will be carried out, which lays a theoretical basis for the following research.

General Background

Over the past century, luxury brands have been established their reputations and successfully convinced the consumers all over the world with their concepts. According to Virdict Research ( 2007), Europe, the largest luxury brands market will grow to $163bn by 2012 from $101bn in 2007. By 2012, Asia Pacific region will become the second largest market substitude for America when excluding Japan. The Middle East will be the second fastest growing market, behind Asia Pacific. The research also highlighted that when Japan is included, Asia Pacific will represent 36.2% of the tatal by 2012 compared with Europe’s 36.4% ( As the chart shows below, see ‘Global Luxury Retailing 2007’). The concept of luxury is reinterpreted from class to mass, from today’s luxuries to tomorrow’s necessities (Danziger, 2005). As the luxury market growing fast, even in these recession years, the importance of researching into this frield, expecially into what is the key factors for consumers to buy luxury goods is crucial to those companies.

Theories of Behavior and Motivation

There is no authorized definition of consumer behavior.According to Adam Smith (2003), the definition of luxury goods in his masterpiece work The Wealth of Nations is divided into two categories: necessities and luxuries. Necessities are those goods that keep the basic life of the lowest class, and the luxuries are those commodities not belong to the necessities. Then if the goods are not necessarily need in daily life, why consumers perchase luxuries?

A Comparison of luxury market between China and the UK

1. Age
2. Purchasing Power
3. What kind of luxurious?

Conclusion

Chinese luxury market attracts more and more investments from developed countries like United Kingdom. And its luxury consumption has caused more and more attentions seriously by scholars in this industry. Through analyzing and comparing characteristics and motives of different groups of consumers between China and Britain, it would help to get more informaton about Chinese luxury goods industry that would help to facilatate carrying out the business. There is, however relatively little research evidence concerning the original data about consumer behaviors against luxury goods, most of the current studies are based on theory, this research aims to get the first-hand data which will reflect the current luxury consumption between U.K and China from the people aged 20-40, and see what the difference in customer behavior between these two countries, which will contribute to deep-level theoretical research.

Bibliography

Vidict Research, 2007. Global Luxury Retailing.[online] Available at: www.verdict.co.uk [Accessed 21 Feb 2010]

Danziger, Pamela N. (2005) Let Them Eat Cake: Marketing Luxury to the Masses-As Well As the Classe本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。