POSTGRADUATE

A survey on the recognition and development potential of luxury brands by consumers of different generations

Through questionnaires to collect relevant data to analyse different generations of consumers' perception of luxury brands, to analyse the consumer psychology of luxury brands, the future development space of luxury brands, and expand consumer groups and markets.

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The percentage of women in the data collected regarding the questionnaire is higher than that of men, which leads to the conclusion that women make up the majority of consumers of luxury brands.

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With regard to the data on the age section of the questionnaire, the largest proportion of young people was found. The demand for luxury brands is greatest among young people because of the difference between luxury goods and ordinary goods and more so because of the symbolic need for status or identity that comes with luxury consumption.

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Through the questionnaire data on the frequency of buying luxury jewellery, most consumers only occasionally buy luxury brands accounting for 43.28%, it can be concluded that luxury brands are not a requirement in daily life and consumption.