Gösterişçilik, materyalizm ve tüketicilerin lüks tüketime yönelik tutumları: Çinli tüketiciler üzerine bir araştırma

This study aims to investigate mainland Chinese consumers' attitudes toward luxury products in general. Materialism and vanity which are two important consumer traits relevant to luxury consumption are also explored as part of the thesis. How the demographic characteristics of consumers as age, gender, income, and occupation make difference in attitudes towards luxury, materialism, and vanity are analyzed. A field survey was conducted and data was gathered from a sample of 238 respondents from mainland China's affluent provinces and cities for the study. Respondents in this sample are found to have moderate levels of attitudes toward luxury, stronger vanity traits, and middle-level materialism. Although there are differences in these factors in terms of demographic characteristics the differences are not very significant. Chinese Confucian collectivism traditions and political factors may be effective on those findings. This study provides insights for global luxury marketers to tailor marketing strategies for China market. By emphasizing prestigious value and external benefits of luxury to appeal to Chinese luxury consumers, who seek good out-looking, social approval, and status. There are clear limitations of this study. On the one hand, the main respondents of the sample are Y and Z generations who are predicted to be the main luxury consumers by 2025. On the other hand, younger Chinese consumers from affluent regions and a small sample size limit the generalizability of the findings. Keywords: Luxury, Vanity, Materialism, Attitude toward luxury, Chinese consumers