Chinese Society And Their Interest Towards Luxury Products: A Study Based On Chinese Consumers
Keywords:
Chinese consumers, luxury products, consumer preference, brand image, diversity, SEM.Abstract
The purpose of this study is to investigate the elements that are contributing to the increased interest in luxury goods among Chinese customers, with a particular focus on labels, brand image, and differentiation. For the purpose of conducting data analysis, it makes use of Structural Equation Modeling (SEM), which finds important aspects that influence the preferences and interest of consumers in purchasing. The findings give significant advice for brand strategies, as well as insights into the changing behaviors of luxury customers in China because of the implications of these findings.
