The market for luxury brands in China: Insight based on a study of consumer’s perceptions in Beijing

Abstract

The aim of this article is to provide insight into the market for luxury brands in China. A literature review is used to inform an inductive methodology based on an empirical survey of 200 Chinese consumers. The data were collected in a series of street intercept interviews that were completed at various locations in Beijing. The study answers questions regarding what, where, when, how and why Chinese consumers buy luxury goods. The article provides insight into consumer behaviour for marketing practitioners who are either already involved in the large and growing luxury market in China or are considering entering it, as well as providing direction for academics interested in conducting research in the Chinese luxury sector. The article constitutes a contemporary and timely review of the luxury market in China from the Chinese consumer perspective and, as such, makes an original contribution to knowledge in terms of providing insight for practitioners as well as providing guidance for academic researchers.