George Heinemann

Motivations for Chinese and Indian Consumers to Buy Luxury Brands: a Cross Cultural Comparison George Heinemann

The growth of the Chinese and Indian economies has led to a growth for luxury brands in these markets. Luxury brands are finding that there are great opportunities to be had in investing and developing their products for these two markets. The aim of this piece of research is two-fold. The first is to uncover what motivations Chinese and Indian consumers have for buying luxury brands. The second is to compare the results and to ascertain to what degree they are similar or different. This will allow both researchers and practitioners to understand these markets better, and to make better-informed strategic decisions accordingly. What was discovered were motivations shared between the two cultures, and motivations distinctive to either Chinese or Indian consumers.