An investigation on Chinese female customers' purchase motivation towards luxury handbags

An investigation on Chinese female customers' purchase motivation towards luxury handbags Order Description Chapter Three: Research Methodology 3.0 Introduction 3.1 Research Ethics 3.2 Positivism 3.3 Phenomenology 3.4 Deductive: Testing Theory 3.5 Inductive Theory 3.6 Research Strategies 3.6.1 Survey 3.7 Sources of Data 3.7.1 Primary Data 3.7.2 Secondary Research 3.7.3 Data Collection 3.8 Questionnaire 3.8.1 Design of Questionnaire 3.8.2 Questionnaire Distribution 3.8.3 Response Rate 3.8.4 Target Audience 3.8.5 Sampling Frame 3.9 Analysis of Results based on chapter 1,chapter 2 and questionnaire. Questionnaire Part 1: Demographics 1. What is your age? Below 25 25 – 35 35 – 45 Above 45 2. What is your gender? Female Male 3. Which of the following best describes your occupation? For-profit Non-profit Government Healthcare Education Other 4. What is your current income bracket? Below RMB 200,000 RMB 200,000 to RMB 300,000 RMB 300,000 to RMB 400,000 RMB 400,000 to RMB 500,000 Above RMB 500,000 5. What is your current marital status? Married Single Divorced Widowed Other 6. Which city do you currently reside in? Beijing Shanghai Guangzhou Shenzhen Other Part 2: Brand 7. Where do you usually purchase luxury bags? A large department store which sells other products too A store which only sells luxury bags Online Other 8. If you selected ‘Online’ in the previous question, from which of these do you purchase luxury bags? A website which sells a range of products, for example, Amazon The official website of a particular brand A store which holds a franchisee of a particular brand Other 9. Which brand of luxury bags do you prefer? Louis Vuitton Prada Burberry Gucci Other 10. How much would you be willing to spend on a luxury bag on average? Less than RMB 1000 RMB 1000 – RMB 3000 RMB 3000 – RMB 5000 More than RMB 5000 11. What is your source of information about a brand of luxury bag before purchasing it? Friends and relatives Television and radio ads Print media Internet search Other 12. What do you look for in a luxury bag while purchasing it? (Choose more than one) Quality Design Functionality Convenience Packaging Accessories Warranty Part 3: Psychological 13. Why do you buy luxury bags? (Choose more than one) They make me look classy and chic They give me a sense of belonging Luxury bags are more strong and durable They make me feel good about myself 14. Select three of the most important features of a luxury bag according to you. Price Brand Design Color Material Quality Size 15. What do you feel when you carry your luxury bag in public? (Choose more than one) Relaxed Secure Confident Satisfied Like a movie star 16. What are the reasons for buying a new luxury bag when you already own one or more of them? (Choose more than one) I am bored with my old ones I like to keep up with the latest trends I like to try out new brands and designs I have some money to spend It has been recommended by a close friend or relative 17. Do you think the luxury bag you carry says something about your personalities? Yes No Maybe/Not sure 18. If yes, which of these personalities do you think your luxury bag represents? (Choose more than one) Realistic Adventurer Sensitive Warm Optimistic Trustworthy Self-confident Part 4: Buying behaviors 19. How many times have you purchased luxury bags in the last 5 years? None 1 – 3 3 – 5 More than 5 20. When do you usually buy a luxury bag? During special discounts or offers When a new design is introduced Just before a special occasion To give a gift to someone 21. For whom do you usually buy a luxury bag? Myself A close friend A family member A romantic partner/spouse Someone in the workplace An acquaintance 22. When you buy a luxury bag, which of the following do you use to collect information? Magazines and newspapers Official website of the brand Google reviews Forum discussions Other (*??)23. Which of the following local brands of luxury bags have you used before, if any? (Choose more than one) Li Ning Semir Xtep Meters/bonwe Other 24. Why would you spend more money on a well-known brand than a local brand of handbags? (Choose more than one) Better design Wider range of colors Bigger in size More durable and lasts longer Better quality Other

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