The Factors Affecting Chinese Consumers’ Purchase Intention of Lifestyle Brands in Wuhan, China: A Case Study of MUJI

Abstract

Nowadays, there is an emerging trend in China, which is that Chinese consumers are more likely to purchase the products conveying their own identities and personalities rather than showing their social status through the particular brands. Therefore, lifestyle brands have come into picture as they are aiming at providing the products embedding certain lifestyle in. In recent years, lifestyle brands are still in a good trend, meanwhile the growth rate of sales revenues of these brands has been decreasing. Therefore, from consumers’ perspective, how to maintain their customers and how to gain them back have become a noteworthy problem for all lifestyle brands and those brands which are in the transformation process of lifestyle branding. Going deeper into customers’ minds to know what they really want from them and what they are not satisfied with one lifestyle brand is of great
importance. The purpose of this study is to find out the factors affecting Chinese consumers’ purchase intention towards lifestyle brands in Wuhan, China, based on the case of typical lifestyle brand MUJI. Through the quantitative research method, data would be collected through distributing questionnaires to the existing customers of case company to get a better understanding of the factors influencing their purchase intention of lifestyle brands like the case company. Based on the findings in the study, several recommendations would be provided for the case company even other lifestyle brands to stand out among the competition from the perspective of customers.