China as a market: luxury brand consumer behaviour

According to theory, luxury consumers are the same all over the word, representing a global segment. However, depending on the cultural context, consumer behavior may differ in this worldwide segment. In fact, cultural distance still matters in global markets (Ghemawatt, 2001; 2007), and research on the relationship between culture and consumption is growing exponentially (Ogden D., Ogden J. and Schau HJ. 2004). In many studies, China is considered a collectivistic society in which people see themselves as interdependent with others, usually behaving according to social norms (Triadis, 1995). This is opposed to an individualistic society in which personal goals take precedence over the group's objectives (Hall's, 1976; Hofstede, 1980; 1984; 1991; 2001). However, Triandis et al. (1995) and Triandis and Gelfand (1998) suggest that this dichotomy is too simplistic to account for personal differences within members of individualist and collectivist cultures. To this end, Triandis proposed a four-fold typology. In this author¿s classification, China can be seen as a "Horizontal Collectivism Culture" influenced by its historical, political and economic setting which emphasizes egalitarian and group-centered values (Sivadas, Bruvold & Nelson, 2008). Based on a review of specialised literature, the purpose of this paper is to explore how culture influences consumer behavior in the Chinese luxury market. To achieve this aim, the author has carried out a review of the literature and an exploratory study using written questionnaires. The respondents were full-time and part-time MBA students at Beijing International MBA (Peking University - China). In this paper the author shows the first results of this study and introduces the next steps of the research.