School of Business and Management Department of Marketing 186 Department of Marketing Luxury Marketing in Emerging Markets Supervisor: HELSEN Kristiaan / MARK Student: WANG Beibei / MARK Course: UROP 1100, Spring Customized luxury, as an emerging and niche branch in the luxury industry, has become a part of consumers’ consideration set when purchasing luxuries. When consumers are making buying decisions, their personalities, which is reflected in the form of values, motivations and needs, greatly impact the way they think and act. Within all dimension of personality traits, extraversion-introversion is one of the most distinct pair and heavily influence the social patterns. This study focuses on the correlation between customized luxury design preference and extraversion-introversion personality pair particular in China region, aiming at providing insights on marketing strategies for luxury industry to thrive in China.
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