Abstract
The customers, as humans, have to satisfy their needs. Eating, sleeping, learning and buying are several examples of needs. Within these examples, one can understand that some of them are more important than others. Nevertheless, this essay will conduct an analysis of the segmentation and habits of Chinese consumers with luxury goods and services. The analysis will be divided in three parts. Firstly, some theory from authors will be analyzed. Secondly, the methodology of the analysis will be explained; and subsequently, an analysis of the findings through a discussion group and several studies will be shown.
Literature review
According to Salomon et al. (2002), consumer behavior « is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires ». Another definition of consumer behavior from Schiffman and Kanuk (2010) is « the behavior that consumers display in searching, using, evaluating, and disposing of products and services that they expect will satisfy their needs ».
