Investigating Consumer Lifestyles and Brand Preferences

Investigating Consumer Lifestyles and Brand Preferences

Investigating the Effects of Consumer’s Lifestyles on Their Brand Preferences: A Case of Macau

Author’s Name

Institutional Affiliation

Investigating the Effects of Consumer’s Lifestyles on Their Brand Preferences: A Case of Macau

1.0 Introduction

1.1 Context Overview

Macau’s luxury goods market has been growing dramatically in recent years, evinced by the growing numbers of nationalist Chinese shoppers who prefer spending in this market. So, luxury goods consumption remains an essential part of modern lifestyles in this emerging Asian market. Bian and Forsythe (2012) affirm this assertion by suggesting that luxury brands, which represent considerable portions of consumer product sales…