Which bag? Predicting consumer preferences for a luxury product with a discrete choice experiment

Canie K. Y. Chu Lo*, Suzan Burton, Regan Lam, Paul Nesbit

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
315 Downloads (Pure)


Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.

Original languageEnglish
Pages (from-to)329-340
Number of pages12
JournalAustralasian Marketing Journal
Issue number4
Early online date18 Mar 2021
Publication statusPublished - Nov 2021

Bibliographical note

Copyright © 2021 Australian and New Zealand Marketing Academy. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.


  • Chinese
  • discrete choice
  • inconspicuous consumption
  • luxury
  • peer influence
  • status


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