China's luxury market plays an increasingly important role on the world stage. And females are termed as the most massive consumers of luxury goods in China. Understanding consumer behavior is the gateway for luxury goods companies to target China's female market. There is a lack of study of Chinese female consumers on the luxury market; the primary purpose of this study is to research what factors affect female consumer behavior on the luxury goods markets in China.

In order to do the research, a qualitative study has been conducted via doing semi-structured interviews with ten Chinese females aged between 35-45 and who own luxury bags. Thematic analysis was applied in this study and connected with the human behavior model closely and deeply.

The study revealed that attitude to behavior is an essential factor for female consumers to purchase luxury goods. The behavioral and control beliefs are consistent with the needs of status, which also influence Chinese female consumers. Therein Chinese culture is an undeniable factor affecting them. However, normative beliefs have little impact in this field. These findings are favorable for Luxury companies to make appropriate female consumer-oriented marketing strategies in China’s luxury goods market.