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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.