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Feb
2014

E-commerce consumer groupings

Using cluster analysis based upon the 1 to 5 ranking of each motivation fact, the 1200+ consumers in this survey can be broken into the following groups.

Self-expression oriented consumers (12.5%)

Key motivators: ‘Ownership of quality; ‘Self reward; ‘Comprehensive choice’

This type of consumer is usually relatively affluent, and will have started purchasing or using luxury some time ago. They will also understand the brand history and culture, appreciate its value, and through purchasing luxury they will fulfill their spiritual and emotional needs and be satisfied as a result. Most of them will buy luxury goods to commemorate some special events in their lives and reward themselves.

Because of the level of experience and knowledge they have of purchasing luxury products and the confident they have, these people are more willing to try some exclusive luxury brands or those who haven’t yet entered China…

The full article content is only available to Luxury Insights China subscribers.


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