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dc.contributor.authorXiao Lu, Pierre
dc.contributor.authorPras, Bernard
dc.date.accessioned2013-10-08T07:31:11Z
dc.date.available2013-10-08T07:31:11Z
dc.date.issued2011
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/11766
dc.language.isoenen
dc.subjectMarketing strategiesen
dc.subjectprofilesen
dc.subjectLuxury goodsen
dc.subjectChinese eliteen
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleProfiling mass affluent luxury goods consumers in China: A psychographic approachen
dc.typeArticle accepté pour publication ou publié
dc.contributor.editoruniversityotherFudan University, Shanghai;
dc.description.abstractenThis article focuses on the main group of luxury goods consumers in China, the Chinese elite, who are of critical importance for marketing luxury goods. First, after defining the Chinese elite, we identify the relevant dimensions to segment this mass affluent group: conspicuous/functional, individualist/collectivist, impulsive/rational, and propensity to innovate. Second, we show the emergence of four clusters along these psychographic dimensions but also sociodemographic and geographic characteristics: luxury lovers, luxury followers, luxury intellectuals, and luxury laggards. Third, we present examples of consumers' profiles in each cluster and illustrate these examples with excerpts from in-depth interviews. Finally, we show how this approach can help managers to identify Chinese elite luxury segments and efficiently target them. We propose segmented or crossover marketing strategies and conclude with recommendations for a better understanding of innovativeness, enhancing brand loyalty, and reducing postpurchase guilt, with respect to these segments.en
dc.relation.isversionofjnlnameThunderbird International Business Review
dc.relation.isversionofjnlvol53en
dc.relation.isversionofjnlissue4en
dc.relation.isversionofjnldate2011
dc.relation.isversionofjnlpages435-455en
dc.relation.isversionofdoihttp://dx.doi.org/10.1002/tie.20422en
dc.relation.isversionofjnlpublisherWileyen
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen


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