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

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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