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

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Declaration No portion of this work referred to in the thesis has been submitted in support of another degree or qualification to this or any other university or institution of learning. 2
Dedication This work is dedicated to my wife Mandy and children Ryan and Kailyn. Thanks for being part of my life during the production of this work. 3
Page 1: Purchasing Intentions and Behavior
Page 5 and 6: Abstract This research is a study o
Page 7 and 8: List of Acronyms CE - Consumer Ethn
Page 9 and 10: 2.2.3 The Brand as Providing a Func
Page 11 and 12: 5.0 Introduction ..................
Page 13 and 14: 7.5.11 Banks (ATMs) ...............
Page 15 and 16: A1.9 Summary ......................
Page 17 and 18: Appendix VII. Main Consumer Survey
Page 19 and 20: List of Tables Table 5. 1 Pre-teste
Page 21 and 22: Table 6. 46 Chi-Square Tests of Dif
Page 23 and 24: 1.1 Background of Study Once the Ch
Page 25 and 26: The role that culture plays in gene
Page 27 and 28: Understanding how to enhance brand
Page 29 and 30: � Chapter 8 -Summary, Implication
Page 31 and 32: chips, and ice cream tubs). In Cell
Page 33 and 34: 2. Managerial and Consumer Perspect
Page 35 and 36: "non-rational" elements as this alt
Page 37 and 38: trajectory will angle upward. The l
Page 39 and 40: determinants of purchase intention,
Page 41 and 42: line according to a similar taxonom
Page 43 and 44: objects, or issues (Solomon et al,
Page 45 and 46: Figure 2. 2 The Tri-components mode
Page 47 and 48: identifying a set of attributes, we
Page 49 and 50: them. According to the theory, AACT
Page 51 and 52: 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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product category's COO higher than
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We can see that for product categor
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the case of household appliances, S
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Table 5. 8 Selection of brands used
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Table 5. 9 Expected versus Actual Q
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5.7 Expert Interviews Marketing exp
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5.7.1 Results of the Pre-test of Ma
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esult in high internal validity but
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6.3 Data Analyses Data analyses wer
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19 When a new brand of an existing
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13 price for an unknown brand. My f
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Table 6. 4 Tests of importance for
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Table 6. 5 ANOVAs Between Ethnicity
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Table 6. 6 Summary of Fisher's LSD
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Table 6. 7 Two Sample Test of Hypot
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1.1.1 Conservatism: Ethnocentrism i
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Proposition # Specific Research Que
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Proposition 1.1.2a, which states th
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Proposition 1.1.3, which states tha
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Propositions Specific Research Ques
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We argued that a "conservative" con
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important service component, there
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member/loyalty cards more often tha
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Consumers from the key cities studi
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Table 6. 16 Pair-wise tests of sign
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Table 6. 17 Frequency of Purchase (
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Table 6. 19 Frequency of Purchase (
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Based on Cramer's V, the strength o
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GRQ 2.0: Brand choice and ethnicity
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four categories there is a very str
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Table 6. 24 Percentage of urban con
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Brands by category Beijing Shanghai
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small to medium effect with respect
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12 categories for Chongqing consume
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Beijing Shanghai Chongqing Guangzho
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table highlights that quality overa
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the least frequent purchases. Perfu
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Table 6. 30 Actual Percentage of Co
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The general research question askin
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Table 6. 33 Means of Importance of
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Using Cramer's V to measure the str
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Specific Research Questions Proposi
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Table 6. 37 Consumer Knowledge of B
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Brand % Correct Country of origin C
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With respect to Leconte, many respo
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Brand % Correct Country of origin C
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To determine if those who recently
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H0: Are those urban consumers who b
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H0: Are those urban consumers who b
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no differences between COO and COM
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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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