Classification of the Chinese Luxury Consumers

The different cultural background, as well as the unique political and economic circumstances positions also the Chinese affluent consumers in a distinct point. Accordingly, it constitutes high level of importance to identify the characteristics of the affluent Chinese since they differ from the western and Japanese luxury markets (Sandra, et al. 2014, 2).

In line with the previous sections and parts, it is believed that the psychographic profil-isation of the Chinese luxury consumers is a well-reflecting method of the personalities, values, attitudes, and lifestyles. Lu’s empirical research (2008) based on in-depth analysis embraced three aspects of the Chinese luxury consumers. While, the first aspect of the categorisation reviewed the Chinese personality whether it is impulsive or rather rational, the second aspect focused on the values highlighting two dimensions. Those dimensions are the level of modernity opposed by frugality and the level of individualism. Last aspect on the other hand, examined the Chinese luxury consumer on the desire to enjoy conspicuousness. Eventually, four different Chinese luxury consumer profiles have been suggested. Those profiles are the luxury lovers, luxury followers, luxury intellectuals, and luxury laggards.

The luxury lovers group reflect a potential desire towards design and brand story in the luxury product and services and favour flashy features and big logos. Fashion magazines are among the most preferred media tools. As of their consumption behaviour, they draw noteworthy awareness on luxury brands and products. Even though, they have conspicuous characteristics, a

rational orientation is attention taking. The individualism or collectivism motives do not reflect a clear difference, suggesting a homogeneous structure. The luxury followers group potentially enjoy rather popular designs with big logos that they benefit showing off. The press and outdoors media is the most reached media elements. Their very conspicuous approach is related to the impulsive and collectivist lifestyles. In other words, their consumption behaviour is formulated as trend, brand, and public opinion following characteristics which is open to manipulation. The luxury intellectuals group potentially take into account the brand values and special designs and therefore favour quality and authenticity in luxury products and goods. Publications on financial as well as social issues are the most relevant means that the luxury intellectuals consume the media. Their individualistic and rational characteristics reflect a very low level of conspicuous behaviour.

On the other hand, the rational approach suggests also a functional dimension in luxury goods which is traded in for trendiness. A personal approach is visible towards the definition of the luxury concept. The last group is the Chinese luxury consumers is the luxury laggards. A high level of product functionality, quality and usefulness is expected from the products and services. The media consumption suggests a mass market style since they are least attached to the brands or affected by the advertising. Their impulsive background is reflects a price-rational and opportunistic viewpoint.

In terms of the positioning between individualism and collectivism a rather balanced structure could be said to be valid which is still indicating the individualistic side to be higher.

The segmentation study given above constitutes the main background of the discussion in the following sections. Therefore, detailed information will be shared in the empirical section about the Chinese luxury consumer segments in order to highlight the groups’ demographic structure.

4 INTEGRATED MARKETING COMMUNICATIONS

Interaction in a form of communication is an essential factor for the firms to assure a long term presence in the markets. In course of the preparation for the communication, the audiences that constitute a potential consumer profile for the firms’ offering are being subject to marketing as well as business objectives. Together with type of the chosen media and the intellectual depth as well as the emotional structure of the message it is highly important to reach of the mentioned objectives. For this reason the firms utilise a rich portfolio of combinations of media and message options in order to increase their exposure for better consumer-interpretation and higher target audience engagement within a relationship approach (Fill & Jamieson 2011, 1/2).

Furthermore, the change in the general environment could impact behavioural or psychographic changes. Therefore, segmentation variables which are reflecting a country’s conditions combined with personal preferences would reduce the risk of overall IMC message configuration efforts. The alignment of the marketing message with the targeted consumer profile, especially for the market of luxury goods is seen as a particularly critical factor due to its continuous structure.

In the beginning of this chapter the theoretical background elements of marketing communication as well the integrated approach for a united voice sent by various media means will be presented. Following that, in the second part the integrated marketing communication’s relation with branding will be discussed in order to reflect the relations and to position the constructs within the marketing concept. In the last part of this chapter, the strategies for marketing communication implementation will be reviewed. More specifically, the marketing message strategies including the executional frameworks and their characteristics in terms of the potential appeal being used will be examined. The eventual aim is to be able to create a united base on the

communication message side by reviewing the background elements and context aspects to be able to suggest potential match opportunities with the characteristics of marketing segmentation studied previously for the luxury goods in the Chinese affluent market.