Luxury Goods Marketing in Emerging Countries: An In-depth Analysis of Chinese Luxury Buyers

Abstract

Changing economic epicenter from the west towards the east is accompanying the luxury goods markets and the Chinese market is becoming impossible to overlook for the luxury goods brands. This study tries to focus on the distinctiveness of Chinese consumers and how to target them effectively. Based on systematic literature review, content analysis of academic and professional publications and partial empirical data, luxury marketers need to include Chinese social, economic and cultural factors while formulating marketing strategy in this rising market.