The Consumer Behaviour of Taiwanese Young People: With Respect to Luxury Brand Products
In recent years, there is a fever of buying and using luxury brand products in Taiwanese young generation. Young people are feverish to purchase expensive and luxury goods from those famous international luxury brands. This dissertation aims to investigate this phenomenon in depth. The study cou...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
|
| Online Access: | http://eprints.nottingham.ac.uk/20477/ http://eprints.nottingham.ac.uk/20477/1/06MAlixwhl.pdf |
| Summary: | In recent years, there is a fever of buying and using luxury brand products in Taiwanese young generation. Young people are feverish to purchase expensive and luxury goods from those famous international luxury brands. This dissertation aims to investigate this phenomenon in depth.
The study could be generally divided into six parts. First of all, the main concept and objectives of this research will be introduced. Next, the background of luxury goods industry will be presented. Besides, Several relevant topics such as consumer behaviours, brand, and reference groups will be linked through reviewing past literatures. In addition, the research method of this study will be explained in the following chapter. Further, the research findings will be indicated and discussed. Finally, a conclusion will be made which including limitations of this research, recommendations for related industry, and future research direction. |
|---|