The difference and similarity of the consumer behavior in regards to Millennials and 'Republic of China' Luxury / novelty goods(Clothes )

By Zihan CHEN

Background and introduction:

From this project, which mainly to research the difference and similarities of the consumer behaviour between Millennials and ‘Republic of China ’ in the area of Luxury/ novelty goods. For the Luxury/novelty, which is restricted to discuss and analysis the ‘clothes’ in this essay. From the period of republic of China, this period of time is from 1912 to 1949. This period of time is correspond to the “Silent generation”. China occur the big and important change and revolution in society and economy, the external environment effect the consumer’s perception and self-concept in China(The corner of the World, 2007). Basically, this period of time belong to my(Millennials’ young people) grandparents ‘era. For this era, which it has the obvious difference and similarities in consumer behaviour with Millennial in China.

From this period of time, which have to mention the history. The last dynasty is “Qing dynasty”(1636-1912), The China’s feudal dynasticism is abolished in 1912, and consumer ‘s clothes in that era still remain the ‘Qing dynasty’ culture ‘s style and Chinese traditional style . But it also appear the new style clothes in this era. For the men, the new style of clothes name the “Zhongshan suit”. For the women, wearing the new style of Qipao symbolised not only freedom and liberation but also good manner and fashion. (Harming beijing, 2016). And these types of clothes are still purchased by the consumers in Millennials.

The target audience choice for these two generation(Republic of China and Millennial) are according to the demographic segmentation. The target audience are restricted to young people(18 - 25) on these two generation. Through comprehensive research of secondary data, including theory analysis of “personality and self-concept” for consumer behaviour, and with an underpinning from primary research, this report use the relevant evidences to compare the similarity and difference between these two generations in consumer behaviour. The secondary research contain the relevant informations on academic literature and formal website. The primary research is that do the small interview to face the present old man in Millennials, because they represent the Young people in “republic of China”. These interview contents are analysis and become the argument in it.

The difference of the consumer behaviours in regards to Millennials and Republic of China

The self-concept is defined in the interaction ,which the interaction process between the individual and others. The consumer goods always as a tool to effect the self-concept(Edward, 2016). ‘Republic of China’ and Millennias are different era. The different society, economic factors effects the self-concept, and lead to the different demand in consumer behaviour.
Republic of China(1912-1949)

The difference gender status in Republic of China and Millennials

Self also contains the gender, and the individual’s perception of gender make the important impact on purchasing behaviour. In the republic of China, most of family still keep the China’s conservative habits source from last dynasty. Women have the low status in family.To compare the Millennials’ clothes, the women’s clothes in the republic of China looks monotonous and conservative.

The clothes looks more conservative in 'Republic of China'

By contrast, female clothes in Millennials are open and colorful(Zhang, 2011). It will lead to the more consumer demand for clothes in Millennials.From the figure2, consumer have kinds of demand in clothes, which have more factors to affect the purchase decisio

Modern clothes

The characteristic of modern clothes in Millennials: open-minded, colorful,

The gap between ideal self and real self

For the period of republic of China, which have already import the western country’s technology and start to learn the clothes style from western country, women desire the new styles clothes, but still have most of women are restricted by the traditional and conservative habits and custom. In terms of the above informations, which can summarize that it has the big gap between real self and ideal self in republic of china.

In millennials, the society is full of the freedom, liberal and fair. If a consumer desire wear any style clothes, she can wear the desired clothes to go to school or travel. It means that the real self and ideal self have a small gap in it.

The similarities of the consumer behaviour in regards to Millennials and previous generations

The individual as art of work

. ‘Republic of China’ appear the symbolic meaning and values inventions in clothes, which this style of clothes named Qipao. When mention the Qipao, which it associate to the republic of China. For China, republic of china is a specific and meaningful era. It is obvious that people create the work of art lead to inventions of whole industry are to cater for the need. The similarities from both of these two generations(Republic of China and Millennials) is that the appearance of clothes assimilate other country’s style.

rite of passage

In Millennials, Qipao still get the wide spread acception to consumers(Zhang, 2013). The invention of Qipao occur in the period of ‘Republic of China’, but still get the inherit in Millennials. (Joseph, 2015) shows that the self-concept convey the value to the individual, and behaviour will be directed towards enhancing self-concept via the goods’ consumption as symbol.

It means that the self-concept is stable and consistent. Self-perception may change, self-concept does not((Blythe,2013). This phenomenon for brand loyalty. In millennials, people still like wear Qipao which is belong to brand and culture loyalty. Because self-concept involves an opinion relevant to products will ‘fit the image’.

Consumers from these two generation still have the same behaviour in rite of passage. The relevant studies indicate that the clothes also represent personality determinants and even rite of passage. For the important events, such as wedding ceremony. Whatever in the republic of china or Millennials, bride obey the custom and habit to wear the Qipao to attend the wedding ceremony. In other words, Qipao have the important significance and symbolic value for a girl in both ‘Republic of China’ and ‘Millennials’ in China.

The other example of similarities of the consumer behaviour between two generation

China have a young designer named Zijia long , he was born in 1995. As a young person in Millennials, He design the jewellery which combine with some ‘republic of China’ elements and modern fashion elements.These jewellery is popular with the Millennials consumer’s demand. The popularity elements for ‘Republic of china’ still get consumer market in millennials. The self-concept is unique to the individual, and promotes individualism.From this example, the individualism is general Chinese culture style in republic of China. Zijia long use the good method to explain the self-concept in jewellery. The modern fashion of Millennials and previous generation(Republic of China)’s culture achieve the perfect artistic attraction to appeal to the consumers.

It shows the common features in it.

He designs the modern jewellery, which get the inspiration from Chinese traditional art. Whatever in Millennials or ‘Republic of China’, most of consumers like the folk and traditional art.

<The book of history>

For the similarity of the consumer behaviour in regards to Millennials and ‘Republic of China’. It is like what’s mentioned in the ‘The Book of History’ to make anything reachable by breaking the borders. In our generation(Millennials), information is conveyed and received quite synchronously. Through these clothes of this project are shown in it, Thus this project want to utilize this angle, as mixture of traditional and modern. And hope to use a interesting way to highlight the difference and similarity of consumer behaviour between Millennials and ‘republic of China’.
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