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Chinese Shopping Preference Case Study

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Chinese Shopping Preference Case Study
III. Analysis
1. Methodology
My research topic is “Study on Chinese luxury shopping preference and customs”, which aims at analyzing the trend in order to provide clients with better services according to their needs and enhance satisfaction of the shopping experience. To achieve the goal, I used three main approaches: secondary sources; face to face interviews; phone interviews.

I collected data and information mainly from secondary sources, such as archives, newspapers, online articles. 3 main websites that I can gather latest news on fashion, design and luxury field are BOF, VOGUE and LUXECO. I also carried out random interviews on commercial street, Boulevard Haussmann, in which exists time-honored Printemps and Galerie Lafayette luxury …show more content…
What do Chinese customers need? To achieve the goal, I conducted random interviews around the Galerie Lafayette and Printemps area where attracts enough Chinese clients as interviewees. Furthermore, I also consulted online documents as a supplement of the research. After that, I analyzed interview results and combined my own intern experience, including clients preferences that I noticed, with additional information from secondary sources and luxury practitioners to summarize a reasonable conclusion of Chinese luxury shopping …show more content…
It is a kind of conspicuous consumption psychology: in China, clients focus more on brand value of luxury goods rather than the value of product function. Most Chinese consumers are buying luxury goods in order to prove their wealth and social status, which is the same situation as early Japanese luxury market. According to the World Luxury Association survey, 70% of Chinese luxury consumers believe that luxury is to be used as a social symbol (Liu 2012). Limited number of Chinese clients pay attentions on brand heritage, design concept and additional inherent value of luxury
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