The Prince of Wales's Charitable Foundation three subsidiary companies, PCF Social Enterprsies Ltd - a holding company for A. G. Carrick Ltd and Duchy Originals Ltd, Prince's Charities Events Ltd, and Golden Jubilee Events Ltd. Duchy Originals Ltd is a wholly owned subsidiary of the Foundation. It was set up as a company by the Prince of Wales in 1990, and since then Duchy Originals and Duchy Selections have become well known food brands manufactured and sold by many different companies. The Duchy Originals company is paid royalties by the sellers of Duchy Original and Duchy Selections foods. The turnover of the company, which is the
Chinese luxury shopping behaviour theories needs to be reinterpreted through the eyes of Eastern reality" (Wong & Ahuvia, 1998, p. 436). China is culturally a collectivist country, and identities are often described as Confucian collectivism which emphases the social relationship and group welfare over individual needs. Chinese consumers are concerned with positional value consumption in their luxury fashion brand purchasing behaviour. They perceive and pursue comprehensive values associated with luxury fashion brands. Chinese consumers put more emphasis on social value brands compared with other countries. They often use material possessions and brand names to reinforce their social identity. Luxury goods are their social tools