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Abstracts
This paper aims to investigate the buying behavior of China’s consumers’ towards luxury goods to put forward recommendations for Marketing of companies which deal with luxury goods in in China. In this study, it made use of questionnaire for collecting data, using chi-square test, variance analysis and regression analysis to analysis data and find that social and personal purchasing motivation have an impact on China’s consumers’ buying behavior towards luxury goods, of which, the role that social purchasing motivation played was much significant than personal motivation played. What’s more, it has been found in the research that gender has no impact on purchasing motivation of luxury goods consumption, and consumers’ educational background, age and income have no impact on China’s consumers’ social purchasing motivation of luxury goods 代写留学生marketing论文consumption, but they have a positive correlation with consumers’ personal motivation. Finally, according to research results, this paper was from 4-P theory to bring forward recommendations for companies’ marketing in China.
Chapter I Introduction
1.1 Background
1.2 Aim and objectives
1.3 Structure of the dissertation
Chapter II Literature Review
2.1 Definition of luxury goods
2.2 Researches on purchasing motivation of luxury goods
2.3 Chinese culture and purchasing motivation of luxury goods
2.4 Gap
Chapter III Methodology

3.1 Introduction
3.2 Hypothesis
3.3 Research design
3.4 Data research
3.5 Design and content of questionnaire
3.6 Limitation of primary research
Chapter Ⅳ Research Results and Data Analysis
4.1 Statistics in the questionnaire
4.3 The impact of respondents’ information on purchasing motivation
4.4 Testing hypothesis
4.6 Data analysis
Chapter V Conclusion
5.1 Introductions
5.2 Limitation
5.3 Recommendation
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