Cultural Influences On Consumer Goods Marketing In China
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Cultural Influences On Consumer Goods Marketing In China
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Author : Mark Fernandez
language : en
Publisher: GRIN Verlag
Release Date : 2020-01-21
Cultural Influences On Consumer Goods Marketing In China written by Mark Fernandez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-21 with Business & Economics categories.
Master's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, TU Bergakademie Freiberg (Professur für Englische Fachsprache der Wirtschaftswissenschaften und technischen Wissenschaften), language: English, abstract: In recent years, China has witnessed the most skyrocketing economic growth in history. For Germany, China has become the third most important trading partner. Especially for German key industries like the automotive branch and mechanical engineering, the Chinese market has become vitally important. The shift from a seller’s market to a buyer’s market in China with an excess of supply over demand is accompanied by extreme competition between countless suppliers, which forces competing companies to implement efficient and effective marketing strategies in order to acquire customers. Cultural factors in China and Germany differ so much that they affect the entire success of business. They act as invisible barriers that must be overcome, not only in order to build competitive advantages, but in order to be competitive at all. When entering the Chinese market, foreign firms must consider that they will operate in a completely different culture, in which perception, communication, norms, values and other aspects cannot be compared to their respective German counterparts. As this thesis will show, many foreign firms fail in the Chinese market due to their inadequate altercation with cultural specifics, an unwillingness to adapt their strategy to the cultural environment, or a product-market mismatch based on cultural dissimilarities. In order to implement marketing strategies flexibly and effectively in a completely different environment for a completely different target clientele, it is indispensable for German marketers to learn about Chinese culture mindfully. Therefore, the main objective of this work is to prepare German marketing professionals for conducting marketing activities in the Chinese market by demonstrating the impact of culture on marketing, making German marketers more familiar with Chinese culture, and by providing useful advice for their marketing strategies.
Consumer Behavior In Asia
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2014-06-23
Consumer Behavior In Asia written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-23 with Business & Economics categories.
Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”
Influences Of Asian Cultural Identity On Global Marketing Strategies
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Author : Emily Bloom
language : en
Publisher: GRIN Verlag
Release Date : 2015-10-30
Influences Of Asian Cultural Identity On Global Marketing Strategies written by Emily Bloom and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-30 with Social Science categories.
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
The Effects Of Cultural Norms On New Zealand S Added Value Dairy Products In China
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Author : Sunshine Liang Lai
language : en
Publisher:
Release Date : 2011
The Effects Of Cultural Norms On New Zealand S Added Value Dairy Products In China written by Sunshine Liang Lai and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Consumers categories.
A strong market demand for safe and quality dairy products provides New Zealand dairy companies with the opportunities to expand their businesses by entering the Chinese market. An in-depth understanding of Chinese consumer perceptions on New Zealand's added-value dairy products is essential for New Zealand companies who wish to develop their businesses in China. Currently there is limited knowledge of the potential impacts of Chinese cultural norms on New Zealand's added-value dairy products and subsequently how these dairy products can be designed specifically to suit the values and needs of Chinese consumers. This study explores these areas and provides New Zealand companies with a more in-depth understanding of the Chinese market. This study adopted a focus group method and focus groups were conducted in four Chinese cities with representatives of Chinese consumers of dairy products. These focus groups investigated the general perceptions of Chinese consumers towards New Zealand's dairy products and the cultural norms associated with different aspects of these products, including: product design, brand design and packaging design. The key findings of this study indicate that although New Zealand's clean, green, natural environment has a positive effect on the Chinese consumers' perceptions of New Zealand's dairy products, this environmental factor did not translate to an obvious competitive advantage for New Zealand's dairy products in Chinese consumer perceptions. In the case of developing a dairy product for Chinese consumers, product design, brand design and packaging design are strongly related to the Chinese tradition of gift-giving and Chinese face psychology. These Chinese cultural norms are also evolving as young Chinese consumers are subject to Western cultural influences. In order for New Zealand companies to succeed in the Chinese market, they must have a better understanding of these Chinese cultural norms. Future research should adopt a mixed-methods design approach by incorporating a quantitative research method to increase coverage of geographical areas and the number of participants. In addition, future research can look into the marketing strategies adopted by different international and local Chinese dairy companies used to promote their products in China.
China S Super Consumers
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Author : Savio Chan
language : en
Publisher: John Wiley & Sons
Release Date : 2014-09-03
China S Super Consumers written by Savio Chan and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-03 with Business & Economics categories.
Chinese Consumers are Changing The World – Understand Them and Sell To Them China has transformed itself from a feudal economy in the 19th century, to Mao and Communism in the 20th century, to the largest consumer market in the world by the early 21st century. China's Super Consumers explores the extraordinary birth of consumerism in China and explains who these super consumers are. China's Super Consumers offers an in-depth explanation of what's inside the minds of Chinese consumers and explores what they buy, where they buy, how they buy, and most importantly why they buy. The book is filled with real-world stories of the foreign and domestic companies, leading brands, and top executives who have succeeded in selling to this burgeoning marketplace. This remarkable book also takes you inside the boardrooms of the people who understand Chinese consumers and have had success in the Chinese market. A hands-on resource for succeeding in the Chinese marketplace Filled with real-world stories of companies who have made an impact in China Discover what the Chinese consumer wants and how to deliver the goods Written by Savio Chan and Michael Zakkour, two leading experts on the Chinese market This book is an invaluable resource for anyone who wants a clear understanding of how China's Super Consumers are changing the world and how to sell to them.
New Consumer Culture In China
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Author : Xi Liu
language : en
Publisher: Routledge
Release Date : 2021-07-19
New Consumer Culture In China written by Xi Liu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-19 with Business & Economics categories.
This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being. The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers’ motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers’ aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets. Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference.
Chinese Cultural Values And Purchase Behavior Of Technology Products
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Author : Li Gao
language : en
Publisher:
Release Date : 2012
Chinese Cultural Values And Purchase Behavior Of Technology Products written by Li Gao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
To answer the above questions, this research aims to establish a comprehensive model to analyze the effect of Chinese cultural values on consumer technology products purchase through the role of perceived product meaning, internal behavior intention and external facilitating condition. This research addresses the following research questions. What are the fundamental cultural values of Chinese people ? Have the value systems changed across the generations in China ? What are the key factors influencing consumer's purchase of technological products ? And how do cultural values influence consumer's technology purchase behavior ? Totally, 1300 emails are sent in formal quetionnaire survey and 862 questionnaires are collected. Excluding the incomplete and invalid questionnaires (108), 754 effective ones are finally collected.Total response rate is 58 %. Thereinto, 381 responses are from sub-sample of post-80s, and the rest 373 are from pre-80s sub-sample. The model built has been validated through a structural equation modeling process. This research finds that Chinese young generation carries values that are different from their elder generations. Moderation and harmony standard from traditional Chinese cultural require people to be impartial, not to go extremes, and seek most appropriate ways to solve problems by balancing every aspect. Moreover, traditional Chinese culture requires individuals to comply with authority in a structured society. This research provides an in-depth view on Chinese consumers' inner world and the value changes across generations. The results provide practical implications for marketers to apply cultural value concepts in marketing activities in China. Enterprises should ally with consumers in spiritual perspectivs and make concerted efforts to help consumers realize and practice the fundemental values that they endorse.
Cultural Impact On International Branding
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Author : Zhenyi Li
language : en
Publisher:
Release Date : 2001
Cultural Impact On International Branding written by Zhenyi Li and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Brand choice categories.
Summary in Chinese.
Consumer Behavior And Culture
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Author : Marieke K. de Mooij
language : en
Publisher: SAGE
Release Date : 2004
Consumer Behavior And Culture written by Marieke K. de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need to understand culture to explian differences in consumer behaviour is greater than ever.
Building Consumer Good Brands In China
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Author : Judith Frey
language : en
Publisher: diplom.de
Release Date : 2004-04-29
Building Consumer Good Brands In China written by Judith Frey and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04-29 with Business & Economics categories.
Inhaltsangabe:Abstract: Against the backdrop of the Western world s saturated and fatigued consumer goods markets, the evolving of China s new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall s, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western brands need to maintain strong symbolic values, and that comprehensive brand building based on brand substance and personality may be the key for sustainable success. Particular focus is to be on durable, close brand-consumer relationships. A main challenge for Western brands will be the adaptation of brand communication to the local consumer requirements. Furthermore, this thesis supports the assumption that the Chinese market must be broken up into regional markets, and that the [...]