Consumer Behaviour Survey for Tourist's Luxury Goods Consumption

Victoria University is conducting a survey to understand the socio demographics, cultural values, and shopping motivations of tourists' luxury goods consumption. The survey is strictly confidential and will be used for research purposes only. The questionnaire covers information about the tourist's recent trip, shopping activities, shopping motivations, cultural values, and future visits. The survey ends with questions about the tourist's personal information such as tourist category, gender, age group, education level, occupational group, personal annual gross income group, and country of origin.

Questionnaire
Victoria University is conducting a consumer behaviour survey of tourist’s luxury goods
consumption. The aim of the study is to find out more about their socio demographics,
culture values, shopping motivation that influence theirbuying behavioural intention. All
information and opinions provided will be strictly confidential, used for research purposes
only and managed in accordance with the Privacy Act. Thank you for your time and
cooperation in assisting the educational development of students at Victoria University.
SECTION A. ABOUT YOUR MOST RECENT TRIP
Please tick (√) your choices relate to your most recent trip.
1. How many times have you been to the destination, including this visit?
1 2 3 4 5 More than 5
2. What is your main purpose for visiting the destination? (Tick one box only)
Vacation/leisure Business Shopping
Visiting friends/relatives Cultural event Combination of business and
leisure
3. Who are you travelling with?
Alone Tour Family and friends Spouse/partner
SECTION B. ABOUT YOUR SHOPPING ACTIVITIES
Please tick (√) your selection relates to your shopping activities.
4. What luxury item have you bought or MOST likely to buy during this trip?(Please,
tick only ONE option here)
Perfumes Watches Wine
Clothing/Bags Jewelleries Electronic item
Other(Specify) ...............
5. Which of the following best describes your purchase/ or intention to purchase of
thisitem? (Tick one box only)
Solely purchased for myself Solely purchased on behalf of others
Solely purchased as gifts for other All of the above
6. What is your main reason for purchasing this item? (Tick one box only)
For fun For belonging For prestige
For respect For accomplishment For investment
For self-fulfilment For friendship

7. What is your perception of aconspicuous/luxury item? (You can tick more than one
box)
High quality of material Uniqueness Product exclusivity
Quality of craftsmanship Premium price Aesthetics
Rarity Famous brand Premium quality
Authenticity Expensive price Distinctiveness
SECTION C. YOUR SHOPPING MOTIVATIONS
8. Please indicate your level of agreement with each of the following statements with
1= Strongly Disagree, 7= Strongly Agree
The luxury products and brands that I like best are
ones that express my individuality. 1 2 3 4 5 6 7
I sometimes buy unusual luxury products to create
a more distinctive personal image. 1 2 3 4 5 6 7
When buying luxury goods, an important goal is to
find products that communicate my uniqueness. 1 2 3 4 5 6 7
Using luxury goods helps me to fit in with the
groups I like.
1 2 3 4 5 6 7
Owning and using luxury goods makes me feel
attractive. 1 2 3 4 5 6 7
Using luxury goods provides me with a sense of
self-esteem 1 2 3 4 5 6 7
I like a lot of luxury products in my life. 1 2 3 4 5 6 7
Some of the most important achievements in life
include acquiring material possessions like luxury
goods.
1 2 3 4 5 6 7
Using luxury goods always gives me a lot of
pleasure.
1 2 3 4 5 6 7
I like to own things like luxury goods to impress
people.
1 2 3 4 5 6 7

SECTION D: CULTURAL VALUES
9. Please indicate your level of agreement with each of the following statements with
1= Strongly Disagree, 7= Strongly Agree
I bought luxury goods to gain respect 1 2 3 4 5 6 7
I bought luxury goods to be popular 1 2 3 4 5 6 7
I bought luxury goods because of their prominent
design
1 2 3 4 5 6 7
I bought luxury goods because they are readily
noticeable
1 2 3 4 5 6 7
I bought luxury goods because they are highly
visible to others
1 2 3 4 5 6 7
I bought luxury goods to emphasize my own style 1 2 3 4 5 6 7
I bought luxury goods to reflect my personal taste 1 2 3 4 5 6 7
I bought luxury goods because they suit my
personality
1 2 3 4 5 6 7
I own luxury goods because they are popular in my
social circle
1 2 3 4 5 6 7
I purchase the luxury products because they raise
my social status
1 2 3 4 5 6 7
Luxury goods are important to me because they
provide me with a sense of confidence to meet the
expectations of other people
1 2 3 4 5 6 7
The only reason I purchase luxury products is to
show off my financial success
1 2 3 4 5 6 7
SECTION E. YOUR FUTURE VISIT
Please tick (√) your choices relate to your future visit.
10. Please indicate your level of agreement with each of the following statements with
1= Strongly Disagree, 7= Strongly Agree
I will buy luxury products made locally at the
destination I visit
1 2 3 4 5 6 7
The probability I will buy luxury brands while
travelling is high.
1 2 3 4 5 6 7
I intend to buy luxury brands again in the future 1 2 3 4 5 6 7
I will recommend luxury brands to my friends 1 2 3 4 5 6 7
I will say positive things about thisshopping
destination to others.
1 2 3 4 5 6 7
I will encourage friends and relatives to visit this
shopping destination
1 2 3 4 5 6 7
I will visit the destination for shoppingagain in the
future
1 2 3 4 5 6 7

11. Please list THREE Luxury items you bought during travel and your most
memorable experiences:
Luxury item Most memorable experiences
1.
Clothing accessories
Fashionable and unique brand
2.
Watches
Perfect design and style
3.
Bags
Great for taking lots of belognings
SECTION E. ABOUT YOURSELF
Please tick (√) the boxes applicable to you.
12. Please indicate your tourist category.
Local Interstate International
13. Please indicate your gender.
Male Female
--
14. Please indicate your age group.
18 – 21 32 - 47 Over 67
22 – 31 48 – 67
15. Please indicate your highest level of education.
High School Bachelor degree Doctoral Degree
Diploma Master Degree Other (Specify)………..
16. Please indicate your current occupational group.
Professional Retiree Government
Officer
Other (Specify):…
Student Housewife Business owner
17. Please indicate your personal annual gross income group.
A$20,000& under A$40,001-60,000 A$80,001-100,000
A$20,001- 40,000 A$60,001-80,000 Over A$100,000
18. Please indicate your country of origin: _______________________________
THANK YOU FOR YOUR PARTICIPATION