Post on 18-Jun-2015
description
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The Impact of Cultural Cringe on the Consumer Behavior in China
COM 520Prof. HobbsTracy Hu
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Introduction
• China • Western companies• Cultural factors • Marketing campaigns
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The research question
If the cultural cringe of Chinese people affects consumer behavior to prefer western brands more although products are very similar.
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Independent Variable
• Cultural cringe• Internal
inferiority
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Independent Variable
• Second Opium War (1856)
• First Opium War (1840-1842)
• Industrial civilization
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Dependent Variable • Consumer behavior• Select, products, satisfy needs
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Black Box Model (Sandhusen, 2000)
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Nike
• From 2003• Increased 66% (0.3 billion) • 1.5 retail stores per day
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Why?
• American culture: freedom, equality, challenges, & enjoying life
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Why?
• Promotion activities
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Why?
• Advertising & Spokesman
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Li-Ning Company Limited
• Chinese athletic company• Decreased from 20% to 13% (2011)
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Methodology
• In-depth interview• Face to face, telephone, Skype
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Sample
• 20 students • Age:18 to 25 • Comprehensive universities
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Sample
• Target consumers• Energetic & Curious• Changeable
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Interview
• Videotaped • Agreement
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In-Depth Interview Questions
• 8-10 questions • 30 minutes
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In-Depth Interview Questions
• Favorable impression (Xu, 2010)• What’s your impression about American cultures though Nike’s
advertisements?
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In-Depth Interview
• Transcribed into 4 categories (Xu, 2010) o Appreciation-American o Inferiority-own
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Significance & Limitation
• Chinese--- brands value, cooperation• International--- decision making• Other factors interference: Price,
Quality, etc.