The purpose of this thesis is to investigate the behaviour of young Chinese girls toward luxury goods and to provide suggestions for the marketer when marketing products on the Chinese market.

The goal of this study was to see the differences in behaviour between the area of Hong Kong, Taiwan and China (Mainland), but also to identify toward which categories of luxury goods (perfume, leather goods, clothing) people were more favourable.

In order to get information for our thesis we used a qualitative approach (by doing a focus group) and a quantitative approach (by using questionnaire). Our sample can be described as girls aged from 20 to 25 and living in the area of Honk Kong, Taiwan and China (Mainland)

To retrieve information we focused on different variables intervening in the consumer behaviour such as perception, learning and memorisation, motivation and attitude. We investigate perception through, knowledge, symbolism and risks perceived, the learning and memorisation process were evaluate through information , the motivation and attitude were measured through the intention to buy.

As a result of this study we find out some similarities in behaviour in the different geographic areas investigated. These findings can lead to the glob-alization of some specific points of the marketing mix. However great dif-ferences between the regions also appeared and they should be taken in consideration in the marketing strategy in order to be successful.