| Global economy goes down, China has a positive GDP growth, besides Chinese consumers have been very generous on luxury brands, all these makes more and more luxury goods producer realize that future of luxury is in China. It has catched enterprises and researchers'attention that Chinese luxury goods purchaser are becoming younger and younger. At the same time, with the development of marketing theory, psychological variables as the base of segmentation gradually plays important role in practical and academic fields. Considering such kind of situation, this dissertation is examining the university students'luxury goods purchasing motivation based on the consumer decision-making style segmentation.Firstly, the author developed two scales to measure consumer decision-making style as well as luxury purchasing motivation based on literature review and the result of consumer interview. Through reliability test and exploratory factor analysis, the author gets the final scales. Using the refined scale , the final data was collected and processed. Through cluster analysis and variance analysis, the author tested the research hypothesis.Research results suggest that consumers can be clustered into 3 categories based on consumer decision-making style. These 3 categories can be named as―confused-impulse‖,―fashion-hedonic‖and―perfect-loyal‖separately. Confused-impulse consumers have stronger uniqueness motivation than other 2 types; fashion-hedonic consumers'self-pleasure and self-gift fiving motivations are significantly strong than others; express internal-self motivation of fashion-hedonic consumers and perfect-loyal customers are stronger then confused-impulse ones. Meanwhile, university students spent most of their time on Internet surfing compared with other kinds of media.Concluded from the above results, for the luxury goods producers, it is very significant to place much attention on the―Untypical‖luxury consumers and use psychological variables to take place of physical variables gradually. What's more, the author gave suggestion to luxury goods producers: 1. Imply differentiated marketing policy to different kind of customers; 2. Pay attention to Internet marketing. |
