\ufeffExploring the influence of consumer attitude in the purchase intention of luxury luggage brands among female millennials in China<\/p>\n
Introduction<\/p>\n
Luxury\u00a0Luggage\u00a0market\u00a0in\u00a0China<\/p>\n
Luxury is not a basic need therefore consumption depends on attitude of the customer. Attitude has three components; affect, behavior and cognition, which affect the attitude and behaviour toward a product.<\/p>\n
The\u00a0Chinese\u00a0millennial\u00a0consumer<\/p>\n
A rise in the Chinese millennial female population influences consumption as millennials have different attitudes towards luxuries.<\/p>\n
Spending\u00a0intentions\u00a0and\u00a0brand\u00a0loyalty<\/p>\n
A person purchases a product to satisfy a certain need. Purchase of Luxury luggage depends on quality and need. Brand is an added advantage as it also affects attitude.<\/p>\n
2. Consumer\u00a0attitude<\/p>\n
Attitude depends on one\u2019s belief and behavior. Using the theory\u00a0of\u00a0planned\u00a0behavior, one can easily predict individual\u2019s intention to purchase luxury goods.<\/p>\n
The\u00a0theory\u00a0of\u00a0reasoned\u00a0action predicts a person\u2019s intention to purchase a product hence essential in explaining attitude towards luxury luggage.<\/p>\n
evaluation\u00a0of\u00a0models<\/p>\n
ABC Model of attitude to explain the relationship between knowledge, feeling and action towards purchasing luxury goods.<\/p>\n
Multi-attribute attitude model explains the consequence of the product characteristics to the attitude of the millennial consumers.<\/p>\n
implications\u00a0for\u00a0research<\/p>\n
The research would help to understand consumer behavior and provide required luxury products with expected characteristics.<\/p>\n
3. Culture and consumer behavior<\/p>\n
Culture affects the consumption of certain products by consumers. If the culture fails to support its consumption, some groups under the culture may not purchase the products. The review uses the Hofstede’s\u00a0cultural\u00a0dimensions\u00a0theory to explain the effect of culture on the values of consumers that relate to behavior. <\/p>\n
Consumer behaviour theory in relation to culture<\/p>\n
Evaluation\u00a0of\u00a0dimensions<\/p>\n
Implications\u00a0of the\u00a0research on consumers behaviour when purchasing luxury goods<\/p>\n
Key\u00a0motivational\u00a0factors\u00a0for\u00a0luxury\u00a0purchase<\/p>\n
Social\u00a0status. Purchase of luxury goods depend on the social status and cost.<\/p>\n
Group\u00a0influence. Social groups influence purchase of some products.<\/p>\n
Luxury\u00a0consumption\u00a0demand\u00a0period. The period a product lasts is important before purchasing.<\/p>\n
The\u00a0pursuit\u00a0of\u00a0quality. Quality influences purchase of commodities. High quality products are easily purchased.<\/p>\n
Conclusion<\/p>\n
Future\u00a0considerations<\/p>\n
Having differentiated goods for different demographics<\/p>\n
Gaps\u00a0in\u00a0the\u00a0literature<\/p>\n
Research\u00a0question<\/p>\n
How does consumer attitude influence consumption of luxury products?<\/p>\n
Reference<\/p>\n","protected":false},"excerpt":{"rendered":"
\ufeffExploring the influence of consumer attitude in the purchase intention of luxury luggage brands among female millennials in China Introduction<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-49673","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\n