本研究最具体的营销管理领域是品牌管理和客户感知，以理解消费背后的驱动力(Corneo et al.， 2007)。这是因为研究的兴趣在于理解为什么中国人喜欢购买奢侈品，以及为什么国际品牌能够盈利，而国内品牌却无法盈利。
在中国，大多数人都试图节省他们在食物和酒店上的开支，而不是把大部分资金花在奢侈品上。作为一群旅行者，他们更喜欢住在预算较低的酒店，不想在购买食物上花更多的钱。在中国大陆，一些来自专业领域的年轻女性把钱花在吃基本食物和乘坐电车和公交车上。通过这种方式省钱，他们可以在2到3个月内买到路易威登或香奈儿的手袋(Coulter et al.， 2012)。事实上，奢侈品的价格比中国人的工资还高。因此，我们将研究中国人对奢侈品的行为，因为了解为什么这些人会花这么多钱购买奢侈品是很有趣的。此外，研究需要了解中国奢侈品消费者对这些商品的动机以及他们对品牌的态度。
What is the area of marketing management that is most relevant to your research interest and why is this?
The area of marketing management which is most specific for this research is the brand management and customer perception to understand the drive behind consumption (Corneo et al., 2007). This is because the research interest lies in understanding why Chinese people like purchasing luxury products and why international brands have managed to gain profits but the domestic brands are out of picture.
What do you want to find out?
The objective of this research lies in the following:
Studying demographic factors that influence the behaviour of customers
Studying the motivation influencing the behaviour of customers
Studying cultural factor influencing the behaviour of customers
Studying brand equity influence on the behaviour of customers
Who do you want to research and why them?
Majority of people in Chinese population try to save their expenditure on food and hotels rather splash out a large portion of capital on luxury goods. As a group of travellers, they have a preference for staying in budgeted hotels and do not want to spend more in buying food. In Chinese mainland, some young women from professional fields spend their money in eating basic food and travelling by trams and buses. Saving in this way makes them purchase a handbag of either Louis Vuitton or Chanel within 2 or 3 months (Coulter et al., 2012). The luxury goods price, as a matter of fact, is more than the salary of people in China. Therefore, the behaviour of Chinese individuals towards luxury goods will be studied, as it is interesting to know why these people spend so much on purchasing goods for luxury. Further, research needs to understand how Chinese luxury consumers are motivated towards these goods and their attitude towards the brands.
What is your provisional PRQ?
Provisional PRQ for this research proposal is to research and explore the development of Chinese luxury market and the behaviour of Chinese customers towards luxury products to identify the motivational factors of purchase.