中蒙消费者奢侈品购买动机的比较分析-a comparative analysis of consumers purchase motivation of luxury goods between china and mongolia.docxVIP

II II Abstract As the time changes, people’s need to use luxury products is much expanding. Since, many researches and surveys had been done in the western countries on those motivations which make people attracted to use luxury products. Initially, Analyst Veblen conducted such kind of survey on above subject and concluded the summary as “the main reason to purchase and use of luxury product is to show off to others”. Afterwards, Chinese analysts lately commenced their surveys, but with comprehensive and effective results. One of the Chinese Analyst classified the motivations to make people purchase luxury products into two divisions as socio-influenced and personality-influenced factors. According to his conclusion, the socio-influenced factors will include the facts to show-off, imitate, social relation and communal status. As to personality-influenced factors, it will include the facts of self-satisfaction and self-inspiration. As being one of the developing countries, in Mongolia, very fewer surveys and questionnaires were conducted on luxury products attraction and people’s mindset to purchase and use such products, since the luxury products recently introduced to the market and imported to Mongolia. Even the public, are at the beginning stage to use luxury products. China and Mongolia are neighbor countries both have very similar culture and tradition, but really are differentiated from the people’s mindset and motivation of purchase of luxury products. This Diploma thesis will present not only the research evidence of Mongolian market of luxury products that based on foreign analysts study and main reasons that influence the people’s choice, but also will evaluate and compare personality and individual behavior of buyers of the two countries. Finally, the main objective of this Diploma thesis is to support Mongolian luxury market and its development and way forward by means of proposing appropriate marketing policy and fresh business ideas. Key Words: Luxury