Five kinds of motivations - why they buy luxury goods?United States, 'Wall Street Journal' reported that, with the rapid development of Chinese economy, Chinese women entrepreneurs crowd gradually emerged as the new high-end accessories and toys market consumers. As more and more luxury brands are turning to this group, China's high-income women began to buy luxury goods as 'ostentatious.' Today, Chinese women emerged as the new purchasing power. But the original intention for the purchase of luxury goods, a Chinese high-income women, said: 'I bought a luxury only to happy I can not tell exactly why..' As Carl Jung said • 'People can not tell you why they want done, because they themselves do not know, 'to find the real human emotions is not easy to discern. Biological evolutionary view is that the individual biological level, the human to some extent determined by genes: the brain by external stimuli, secretion of neurotransmitters stimulate nerve cells, different people have different reactions, some more sensitive, such as more like the pursuit of novelty and adventure, others are more cautious, careful. On the other hand, to a greater extent, human destiny, personality and behavior, learned from the life decision: to extract information from around the world and adjust their behavior to better adapt to the new environment. This constitutes a study of individual behavior and needs of our theoretical model of motivation: the individual level and Striving for change (to avoid the risk, the pursuit of stable and thrill-seeking, sensual pleasures) confrontation; self-awareness and sense of community learning and confrontation. This is the human face of widespread reaction mode when an external stimulus. According to this model, the world's leading market research group Ipsos (Ipsos) 1-3 Chinese cities for 4000 20-44-year-old female respondents were luxury brand consumer survey. Our research found that the performance of personal taste, highlighting Air Jordan Outlet the status and ensure quality of life, as well as the release of self-lubricating contact group is one of five Chinese female consumer motivation luxury brands, respectively, occupy about 20% of the share. What people have different types of female characteristics? What are the similarities and differences they have from all aspects of age, education, income, etc? What kind of magazine they like to watch? Access to information on how luxury goods? I like to buy what they like to see what ads? Ipsos (Ipsos) survey Nike KD V Elite Low showed that stimulation of Chinese luxury brand female consumer motivation is mainly reflected in the individual highlight the self (highlighting the importance of individual taste 21% and 21% of individual Womens Nike KD VI highlights both total 42%) and group belonging ( groups of friendly exchanges 19%) of confrontation, followed by individual level Qiuwen / suppression (to avoid risks, ensure quality of life, the pursuit of a stable, comfortable 21%) and for change / release (malcontents, want to change, the release of their 18% ) against that consumption of luxury brands in China out of a celebration of Liucheng, conspicuous consumption of extrinsic motivation. First motive: to show personal taste (21%) Ipsos Nike Air Jordan XX8 (Ipsos) study found that in order to 'show personal taste' The main motivation for the largest group (21%). The motivation of women want to express their own unique personality and taste through the consumption of luxury brands, and groups to make their own separate area, showing the distinctive taste and temperament. Groups feature to 'show personal taste' motivated groups of women compare this to life, Ipsos (Ipsos) data show that compared to the work and life, they are more concerned about the life itself (72%), that 'the work is to better enjoy life '(82%); they know how knowledge is usually more of a luxury, not that' lead the international trend was fashion '(27%), nor' likes to create and lead the fashion trend '(43%), but they convinced that 'the luxury brand in the fashionable'; most do not agree with the 'luxury brand is well-known and popular' (3%); they are usually not the total purchase 'big' luxury, but prefer to look elegant, sophisticated, Design unique brand; spend less money doing big things is characteristic of this group. The groups are usually very young, not wealthy, educated is not too high (college and below 40%), more than 40% of private enterprises / private work (some I am a private / individual owners), more in general staff belonging to a more extensive knowledge of luxury brands, like luxury brands, but spending power is still relatively weak group. Thus, almost all of them in the purchase of luxury brands is the lowest. Ipsos (Ipsos) found that they like to read, 'Ruili Fashion Beauty'; browse the site more women, such as female channel Netease, Sohu woman channel, girlfriends network, 51.com and so on; in luxury brands access to information, they More from the brand official website (28%), fashion / lifestyle guide / books (19%) and professional / fashion's recommendation (15%) obtained. For the luxury brand's official microblogging least attention. The second motive: to highlight the status (21%) in Ipsos (Ipsos) survey, the population size in order to 'highlight status' based motive ranked second (21%). Women purchase luxury brand of this group is mainly to show that they have wealth, status and position, not ordinary people, they are trying to become a member of high society. Groups feature to 'highlight status' as the motive of the group of women are very concerned about their appearance and image, 'are willing to spend more money, make their appearance and image looks better' (75%), 'to understand their own figure flaws and trying to cover these defects '(72%) are very concerned about' whether to please others '(40%); they think,' Luxury is a status symbol '(32.5%),' it is expensive '(29.5 %), 'rare, only a few people all' (11.6%), does not value luxury 'history and culture' (7%) and a 'unique personality' (9%). Relatively mature age of this group, but in income and education than just 'tastes owners.' The population of Shanghai, Hangzhou, the most outstanding women. Thus, Ipsos (Ipsos) study showed that the proportion of the population to buy luxury brands are just over 'tastes owners', lower than other buyers motivation. Overall, they read fewer magazines, favorite reading 'Fashion and Beauty' (25%). Browse women's sites less. Get information in terms of luxury brands, they more from luxury brand counters / stores (35 percent), professional / fashion tips (16%) and video sites (12%) obtained. The third motive: to ensure quality of life (21%) in 4000 Ipsos (Ipsos) of respondents, population size in order to 'ensure the quality of life' is the main motive of approximately 21-22%. They rely mainly luxury brand to bring high-quality stable and reliable that can reduce unnecessary risk, no need to worry about quality issues and enjoy the comfort and tranquility of life. It can be divided into two smaller groups: group I: high quality group, the stringent requirements for high quality of life almost picky (9.3%). The purpose of 'high quality' group buy luxury brands in order to effectively control their own lives and wealth, do not want to take any unnecessary risks, in order to avoid non-luxury brand of quality problems, they 'only buy brand-name products, it is a high quality assurance '(52%) think that their' quality Nike Kobe VIII of life is often praised by others '(65%); they Nike Air Jordan 29 believe that the' luxury to provide high-quality '(58%),' luxury consumption is a way of life '(30%) 'Great value luxury to its price' (17%), 'Luxury is a popular and famous' (11%). They like luxury branding themselves as 'mature' and 'professional', 'reliable', which means they do not risk. Groups feature 'high quality' group is the three high persons in the usual sense, they are the highest income, the higher educated (91 percent have a college degree or above), higher positions (in the highest organs of state-owned joint venture and / institution ratio), as a professional organization, individual / private property owners have the highest proportion. Their self-confidence, self-reliance, 'do not care whether to please others, it is important to show self-worth' (73%), are often opinion leaders, 'people around often to ask for my opinions' (71%), 'likes to create and lead fashion '(59%), but also a workaholic,' Work is the largest Cheap Nike Free Outlet source of achievement '(59%),' to the smooth development of the cause, you can sacrifice some time to take care of his family '(47%). CURRY ONE They buy a luxury brand proportion is the highest proportion in the past year bought luxury brand handbags is 54%, the proportion of women buy luxury brands was 37%, the proportion of luxury brand shoes bought 36% bought luxury brand accessories compared to 33% the proportion of bought luxury brand jewelry was 67%. Ipsos (Ipsos) revealed that 'high quality' group read magazines more, most prefer to read 'Elle', 'good home', 'Fashion and Beauty', 'fashion health', 'Fashion', 'Xin Wei ',' Voyage 'and so on. Their access to the Internet information the most. Opposite from the 'Search Engine / Fashion / Female information vertical search engine' (20%), airport advertising (11%) and luxury brand information SMS / MMS get greater. 'High quality' groups often go abroad, Womens Nike Lunar Hyperdunk Low is the most visited country, particularly in Hong Kong, Macao, the United States, South Korea, Japan, Phuket, Maldives. Therefore, the ratio of overseas luxury brands they buy from is quite high (over 15%). Group II: Comfort Group (11.6%) Ipsos (Ipsos) found 'to ensure the quality of life,' the second category groups 'comfort group', which women buy luxury brands main value comfort and luxury brands to provide reliable, make yourself feel safe and secure and subject to care. They do not value the 'luxury fashionable' (8%) of the side, but more concerned about the luxury brands, 'a long history and culture' (19%), 'is rare, and only a few people have' (11%) and 'produced in Europe and America' rhetoric (7%); group identity 'comfort group' generally middle-income groups of women, more married (80%), undergraduate majority (56%); more work in strong stability such as teachers, civil servants, small as individual owners, self-employed, senior management; they 'like financial management does not spend money' (54%), 'very satisfied with the current state of life, I do not want to have too many changes '(42%); the purchasing power of the middle of this group is relatively small purchase luxury brand women (28%) were more likely to purchase shoes (32%). It is associated with the group of women emphasizes comfortable. 'Comfort Group' group is also less enthusiastic about reading (including magazines and newspapers), 'relatives and friends recommended' (34%) and 'TV advertising' (28.3%) is the main source of information they obtain luxury brands; they buy luxury brands more channels are large department stores. Fourth Motivation: group exchanges lubricants (19%) also, where it can be subdivided into two groups. Group I: Love Show (13.2%), Ipsos (Ipsos) found that a considerable number of women to 'group exchanges lubricant' as motivation, particularly for 'Love'; they are mainly people love to buy luxury brands They think 'to create a happy home is a woman's greatest value is reflected' (80%), believe that the 'personal luxury brand to bring a better experience to give.' Group Characteristics 'group exchanges lubricant' of 'Love Show' group in Guangzhou, Shenzhen is a typical representative of women. Revenue center, education center, job center, purchasing center. A relatively small buy luxury brand accessories. They often impulsive consumption (50%), like the purchase of new products (65%), women in this group is willing to give a loved one the best. I enjoyed reading 'Ruili fashion pioneer.' Its main source of information is the luxury brand 'fashion / female information information websites' (26%), 'appearing in movies or television Womens Nike KD VI shows product / brand' (15.6%), 'e-commerce website' (14.5%), 'Network Forum '(12%). Group II: social impressions (5.5 percent) and some 'social show' group is Nike Lebron 10.8 also due to 'group exchanges lubricant' to consider such; this group needs to buy luxury goods belong sociability, hope of social decency. They like the social life, like friends and contacts, show themselves. They 'are willing to spend more money to homework' (73%), like friends Nike Lebron X Elite and contacts, 'the advice of friends is important to me' (71%), like the 'well-dressed, good makeup, I would feel attractive '(69%), like' follow the international trend and fashion '54%); Ipsos (Ipsos) data show that most do not agree with them' as a source of my greatest accomplishment, '48%), so that the social interaction life more meaningful. Another feature of this Nike Nike Air Jordan 4 Air Max group is the group of three high-population, high-income (after high quality family); educated (bachelor and master's degree or higher accounted for 70 percent), high positions (in the proportion of 46% of Nike Kobe 9 executives). Over the past year, Ipsos (Ipsos) found that they purchase luxury brand handbags (above 60%) and watches (50%), the ratio is the highest; the proportion second only to buy other luxury brands of high-quality family. Read their favorite magazine, almost to the take-all, the proportion of the most read women's magazines were the highest, such as 'Iraq Week', 'Red Show,' 'Marie Claire', 'Bazaar', 'herself', ' Urban Beauty ',' Mina, '' psychological issue ',' Marie Claire Beauty ',' home fashion '' Ruili home ',' China National Geographic ',' Fashion tourism 'and so on. Their relative purchase up Chanel, Hermes, Coach, Lacoste, Fendi, Miu Miu and the like; more have Rolex, Cartier, Chanel and other female form. They buy up to luxury brands from brand stores. 'The social show' group of women who contacted the luxury brand message more from 'fashion / lifestyle magazine advertising' (34%), 'comments and discussions Weibo / blog / social networking site' (13%), 'describes the newspapers a brand articles / stories '(13%),' newspaper ads '(12 percent). They are most unlikely until the 'luxury brand counters / store' (13%) was to obtain information. From the purchase channels, the least they buy from the brand stores of luxury brands, most purchased from abroad (over 20%); fifth motive: the release of their own, I really temperament (18%) Ipsos (Ipsos) study of this group Women, often mild-mannered fellow, they are not satisfied with the current state of life, do not care about their appearance and image, not to please others, do not agree 'to create a happy family is the greatest value reflects the woman,' do not like and friends do not like to buy a new product, do not spend money to buy unique. They believe that 'luxury is expensive' (31%), 'is a non-necessities' (22%), they buy luxury goods is more hope 'to meet the hope and desire spiritual' (22%), 'The real indulgence / pamper yourself.' The higher income group identity groups, executives and general staff are more. They prefer reading 'Cosmopolitan', 'Her Style', 'Home Gallery' magazine. Information from the major luxury brands 'luxury brand counters / store' (36%), purchase channels 'to Hong Kong and Macao from Hong Kong and Macao to purchase or ask friends and relatives to buy' more. (Via Global Entrepreneur)