Darren Paproski - final PhD submission.pdf - University of ...

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Tables 6.18, 6.19, and 6.20 below aid us in testing the propositions that frequency of purchasing intentions are the same among urban consumers from the ethnic areas studied. Table 6. 18 Frequency of Purchase (Use) Intention by Category and Ethnicity Categor y/ Frequen cy Per year Beijing Shanghai Chongqing Guangzhou 0 (%) HCPF 11 % 1 2 (%) 11 % 40 % 11 % 21 % 17 % Tota l 100 % 100 % 100 % 100 % 100 % 7% 100 % 11 % 12 % 37 % 100 % 100 % 100 % 3% 0% 100 % 32 % 22 % 34 % 30 % 22 % 20 % 100 % 100 % 100 % 1% 2% 100 % 3% 1% 100 % 13 % 21 % 8% 100 % 16 % 0 (%) 26 % 1 2 (%) Tota l 2% 100 % 58 % 100 % 5% 100 % 21 % 23 % 23 % 50 % 32 % 100 % 100 % 100 % 100 % 100 % 6% 100 % 7% 0% 100 % 26 % 31 % 68 % 25 % 40 % 100 % 100 % 100 % 5% 1% 100 % 3% 0% 100 % 13 % 19 % 14 % 23 % 100 % 0 (%) 25 % 1 2 (%) Tota l 1% 100 % 26 % 13 % 13 % 100 % 100 % 100 % 1% 100 % 9% 8% 1% 100 % 15 % 12 % 22 % 15 % 16 % 14 % 40 % 0% 5% 8% 47 % 10 % 25 % 15 % 4% 5% 29 % 66 % 12 % 27 % 26 % 24 % 75 % 35 % 23 % 8% 100 % 3% 100 % 21 % 100 % 2% 0% 100 % 30 % 37 % 40 % 20 % 25 % 100 % 100 % 100 % 4% 6% 1% 100 % 10 % 14 % 15 % 2% 1% 100 % 15 % 24 % 9% 100 % 11 % 0 (%) 34 % 1 2 (%) Tota l 1% 100 % 66 % 14 % 27 % 9% 13 % 100 % 100 % 100 % 100 % 5% 6% 100 % 10 % 31 % 8% 17 % 18 % 19 % 100 % 100 % 100 % 6% 0% 0% 100 % 19 % 0% 0% 10 % 65 % 14 % 26 % 24 % 27 % 77 % 35 % 21 % 17 % 12 % 35 % 69 % 29 % 55 % 100 % 100 % 100 % 9% 0% 0% 100 % 9% 0% 0% 100 % 9% 12 % 19 % 13 % 18 % 23 % 100 % 180
Table 6. 19 Frequency of Purchase (Use) Intention by Category and Ethnicity Category/ Frequency Per year Beijing Shanghai Chongqing Guangzhou Category Average HCPF 2.60 2.41 2.42 2.49 2.48 BWPF 4.10 4.17 3.83 4.45 4.14 COPF 3.30 2.81 3.29 2.95 3.09 Average - Cell 1 3.33 3.13 3.18 3.30 3.24 PCPF 3.11 3.13 2.01 2.18 2.61 SCPF 2.85 3.18 1.70 2.13 2.47 ICPF 3.19 3.92 2.32 3.30 3.18 Average - Cell 2 3.05 3.41 2.01 2.54 2.75 TPF 4.00 3.41 3.58 3.21 3.55 APF 2.10 2.28 1.97 1.92 2.07 BUF 3.75 4.55 4.22 4.52 4.26 Average - Cell 3 3.28 3.41 3.26 3.22 3.29 HMUF 3.57 4.01 3.73 4.48 3.95 PPF 1.86 1.65 1.54 1.44 1.62 MPPF 2.22 2.24 2.06 1.94 2.12 Average - Cell 4 2.55 2.63 2.44 2.62 2.56 Ethnicity Average 3.05 3.15 2.72 2.92 1=never, 2=12 x per year 181
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Purchasing Intentions and Behavior
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Dedication This work is dedicated t
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Abstract This research is a study o
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List of Acronyms CE - Consumer Ethn
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2.2.3 The Brand as Providing a Func
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5.0 Introduction ..................
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7.5.11 Banks (ATMs) ...............
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A1.9 Summary ......................
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Appendix VII. Main Consumer Survey
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List of Tables Table 5. 1 Pre-teste
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Table 6. 46 Chi-Square Tests of Dif
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1.1 Background of Study Once the Ch
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The role that culture plays in gene
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Understanding how to enhance brand
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� Chapter 8 -Summary, Implication
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chips, and ice cream tubs). In Cell
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2. Managerial and Consumer Perspect
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"non-rational" elements as this alt
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trajectory will angle upward. The l
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determinants of purchase intention,
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line according to a similar taxonom
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objects, or issues (Solomon et al,
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Figure 2. 2 The Tri-components mode
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identifying a set of attributes, we
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them. According to the theory, AACT
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The Theory of Planned Behavior inte
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2.12 Attitudes toward the advertise
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Figure 2. 5 An adapted multi-attrib
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and (Laurent and Kapferer, 1985). W
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and by consumers’ reactions towar
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1993). Papadopoulos et al (1993) de
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Figure 2. 8 The Halo Effect of the
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ehavior acted upon perception of br
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However, even though many consumers
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others. This may confuse consumers
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products (Kaynak and Kara, 2002). A
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Figure 2. 9 Four broad categories o
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matrix was presented as the model u
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aspects, Chinese consumers generall
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Howard and Sheth (1969) discussed t
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3.1.3 Hofstede Cultural Dimensions
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power distant context may be more l
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tend to be more rational and keep t
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countries. This has been termed “
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One of the limitations of Maslow’
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4. A Framework of brand choice 4.0
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Figure 4. 1 Engel-Kollat-Blackwell
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main theoretical foundation for thi
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The socio-cultural environmental in
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consists of two parents and one chi
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ehavior to remain. Yet, with the ve
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SRQ 1.1.1a.1: Is the intention to p
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RP 1.1.5: Chinese consumers’ purc
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RP 1.2.4: The importance of store l
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inconvenient activity. Beijing's va
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In our study we investigated the br
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SRQ 4.1: Do consumers in Guangzhou
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RP 5.4.0: Chinese consumers are not
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5. Research Methodology 5.0 Introdu
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Figure 5. 1 Research Methodology Su
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with a sample size of between fifty
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Figure 5. 2 Product Categories for
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follow-up emails, where applicable,
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Low Functionality/ Low Representati
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Page 131 and 132: We can see that for product categor
Page 133 and 134: the case of household appliances, S
Page 135 and 136: Table 5. 8 Selection of brands used
Page 137 and 138: Table 5. 9 Expected versus Actual Q
Page 139 and 140: 5.7 Expert Interviews Marketing exp
Page 141 and 142: 5.7.1 Results of the Pre-test of Ma
Page 143 and 144: esult in high internal validity but
Page 145 and 146: 6.3 Data Analyses Data analyses wer
Page 147 and 148: 19 When a new brand of an existing
Page 149 and 150: 13 price for an unknown brand. My f
Page 151 and 152: Table 6. 4 Tests of importance for
Page 153 and 154: Table 6. 5 ANOVAs Between Ethnicity
Page 155 and 156: Table 6. 6 Summary of Fisher's LSD
Page 157 and 158: Table 6. 7 Two Sample Test of Hypot
Page 159 and 160: 1.1.1 Conservatism: Ethnocentrism i
Page 161 and 162: Proposition # Specific Research Que
Page 163 and 164: Proposition 1.1.2a, which states th
Page 165 and 166: Proposition 1.1.3, which states tha
Page 167 and 168: Propositions Specific Research Ques
Page 169 and 170: We argued that a "conservative" con
Page 171 and 172: important service component, there
Page 173 and 174: member/loyalty cards more often tha
Page 175 and 176: Consumers from the key cities studi
Page 177 and 178: Table 6. 16 Pair-wise tests of sign
Page 179: Table 6. 17 Frequency of Purchase (
Page 183 and 184: Based on Cramer's V, the strength o
Page 185 and 186: GRQ 2.0: Brand choice and ethnicity
Page 187 and 188: four categories there is a very str
Page 189 and 190: Table 6. 24 Percentage of urban con
Page 191 and 192: Brands by category Beijing Shanghai
Page 193 and 194: small to medium effect with respect
Page 195 and 196: 12 categories for Chongqing consume
Page 197 and 198: Beijing Shanghai Chongqing Guangzho
Page 199 and 200: table highlights that quality overa
Page 201 and 202: the least frequent purchases. Perfu
Page 203 and 204: Table 6. 30 Actual Percentage of Co
Page 205 and 206: The general research question askin
Page 207 and 208: Table 6. 33 Means of Importance of
Page 209 and 210: Using Cramer's V to measure the str
Page 211 and 212: Specific Research Questions Proposi
Page 213 and 214: Table 6. 37 Consumer Knowledge of B
Page 215 and 216: Brand % Correct Country of origin C
Page 217 and 218: With respect to Leconte, many respo
Page 219 and 220: Brand % Correct Country of origin C
Page 221 and 222: To determine if those who recently
Page 223 and 224: H0: Are those urban consumers who b
Page 225 and 226: H0: Are those urban consumers who b
Page 227 and 228: no differences between COO and COM
Page 229 and 230: H0: Are consumers more aware of COM
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Table 6.41 summarizes results by in
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Statistically significant differenc
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% Correct responses Brand/Ethnicity
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% Correct responses Brand/Ethnicity
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Table 6. 45 Two-way Contingency Tab
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Table 6. 46 Chi-Square Tests of Dif
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Table 6. 47 Two-way Contingency Tab
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H0: p1 ≤ p2 ;H1: p1 > p2; z=1.65
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are misinformed as to the correct C
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Marketers, moreover, need to be war
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definitive nature of the survey que
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With respect to the fourth dimensio
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Population density likely accounts
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2006; Wakefield and Inman, 2003; En
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7.4 Brand Choice (RQ 2.0) This sect
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Table 7. 3 Reasons for purchasing f
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influenced. Melewar et al (2004) si
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Table 7. 7 Overall brand knowledge
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more than 70 imported or joint vent
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domestic brands and partly because
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8. Summary, Implications, and Concl
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8.1.4. Actual purchase frequency
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their segmentation and targeting st
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Ideally the main person responsible
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counterparts; yet, the interviewee
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promotions and marketing, differenc
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8.5.8 Situational factors impacting
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Anderson, D.R., Sweeney, D.J. & Wil
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Bettman, J.R. (1970) Information pr
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Chen, C.H. and Zimitat, C. (2006) U
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Czinkota, M.R. and Ronkainen, I.A.
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Ehrenberg, A., Goodhardt, G. & Barw
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Goffman, E. (1967) Interaction Ritu
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Hofstede, G. (2001) Culture's Conse
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Insch G.S. (2003) The Impact of Cou
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Kluckhohn, C. and F.L. Strodtbeck (
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Li, J.J. and Su, C. (2007) How Face
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[Accessed 3 April 2010). McShane, S
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innovation diffusion: The case of J
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Perrin, R. and Gong, Y. (2010) Uniq
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Samiee, S. (1994) Custumer evaluati
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Su, Y., Xu, D. & Phan, P.H. (2008)
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Verlegh, P.W. and Steenkamp, J.B. (
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Wu, K. (1998) Sociology of Educatio
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Appendix I. The Chinese Marketing E
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Confucius was not particularly inte
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China from their bases in Manchuria
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Figure A1. 1 Administrative Divisio
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Table A1. 1 Population and Its Comp
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levels of domestic and internationa
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Table A1. 4 GDP and Population Dens
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middle south regions and below nati
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world’s third-largest economy). B
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337 Countries Market Size Market Gr
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Table A1. 6 Year to Year Comparison
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Table A1. 7 Dimensions and Measures
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internet access exists but some cen
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certifications, such as a license.
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Table A1. 8 Business Monitor Intern
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China’s political environment is
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and makers to reduce the stigma of
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making comparisons between differen
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2007). Each of the populations in t
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Walmart in 2007, who explained that
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From a manufacturer's perspective,
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among others as well as China's own
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Table A2. 2 Traditional Media Expen
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The size of China's online display
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Appendix III. Industry Interviews -
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A3.3. Q3-2 Do Chinese consumers try
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cigarettes."; "Older people prefer
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a bias toward foreign brands due to
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guarantee or promise of good qualit
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Table A3. 2 Synopsis of interview r
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A3.6. Q3-5 Are Chinese consumers sl
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Table A3. 3 Combined responses to Q
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products even for foreign brands bu
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A3.10. Q3-9 Do Chinese consumers ge
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deposit or some stores don't allow
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their related product categories. P
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agreement that Beijing consumers ar
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administration and white-collar wor
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� Shanghai and Guangzhou consumer
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trying new products). Thus, consump
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A3.14. Q4-3 Would you consider urba
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Response No. of expert mentions* Ye
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Experts also unanimously agreed tha
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Strategy lever Useful Insights Pric
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awareness of brand names, relative
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Appendix IV. Research Consent Forms
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A4.2 Research Consent Form - Depth
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Appendix V. Survey of Consumer Bran
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Bottled Water 矿泉水或纯净水
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Ice Cream Tubs 冰淇淋浴盆 Yes
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Potato Chips (Crisps) 薯片(脆片
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Household Appliances (refrigerators
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Airlines 航空公司 1. Singapore
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Appendix VI. Specification of brand
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11. Banks (including ATMs) 中国
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消费者购买行为调查请根
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C 对于以下品牌产品当中,
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C 对于以下品牌产品当中,
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品牌之间的关系如下所示,
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Appendix VIII. Main Consumer Behavi
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II. Relationship to Product Categor
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III. Relationship to Brands C Speci
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COO/COM 品牌之间的关系 3. To
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453 7. Perfume 香水兰蔻Lancome
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COO/COM 品牌之间的关系 11. B
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Appendix IX. Interview Guide for Ma
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3.2. Would you consider consumers i
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potential sampling (Type I) error b
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A10.9 Coefficients of Correlation F
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The main general research questions
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The main general research questions
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Study(Year) Country Findings Jordan
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Appendix XIV. Brand Choice - Other
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Category Brand Beijing Shanghai Cho
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Appendix XV. Unique Promotional App
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Distribution of shopping discount c
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479
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481
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483
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485
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487
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489
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491
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with negative rhetoric and pejorati
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literature where consumers consider
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correctly point out that their stud
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quite difficult to research the mod
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dissuades them from accepting brand
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esponsibility and argued that socia
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