Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

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There is often a natural tendency to assume that in collectivist cultures such as that in China, luxury products would not be popular.
a. Explain how luxury products such as the BMW automobile might fulfill needs even within the traditional collectivist value-set of China.
b. Explain other factors that might be driving the desire for luxury in China.