Proposition d’une nouvelle segmentation des jeunes consommateurs chinois des produits de luxe

Tingting Mo
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Tingting Mo: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université

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Abstract: Proposition of a new segmentation of young luxury-good consumers in China Chinese consumers usually give the impression of having a high fever for luxury goods; this market however is actually very heterogeneous. Based on an empirical research conducted with a convenience sample of 338 Chinese consumers aged 18 to 34 years, which is an important consumer group in China, a refined segmentation of young luxury consumers in China is proposed. Five segments and their different demographic, behavioral and psychological profiles are identified. We give recommendations based on the segmentation proposition complete with related and updated cases and examples.

Keywords: segmentation; young Chinese consumers; luxury product consumption; jeunes consommateurs chinois; consommation des produits de luxe; valeur du luxe (search for similar items in EconPapers)
Date: 2015-12-14
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Published in Décisions Marketing, 2015, 80, pp.87-108. ⟨10.7193/DM.080.87.108⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309682

DOI: 10.7193/DM.080.87.108

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