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

Table 6. 46 Chi-Square Tests of Differences in COO Knowledge by Product Category - Between pairs of
ethnicities - Only those who have purchased (used) brand in last two years ......................................... 241
Table 6. 47 Two-way Contingency Table results between COM Knowledge and pairs of ethnicities for all
summed product categories ................................................................................................................... 243
Table 6. 48 Tests of proportions of consumer knowledge of Brand Country-of-Origin and Country-of-
Manufacture - Only those who have purchased (used) brand in last two years ..................................... 243
Table 7. 1 Analyses of frequencies of purchasing intentions statements related to "conservatism" ..... 253
Table 7. 2 Comparison of Intended and Actual Purchase Frequency of Brand Bought Most Often - All
Ethnic Groups by category and frequency .............................................................................................. 258
Table 7. 3 Reasons for purchasing favorite brand by category ............................................................... 261
Table 7. 4 Who Influences Brand Choices? ............................................................................................. 262
Table 7. 5 Reasons for purchasing favorite brand by Cell ....................................................................... 262
Table 7. 6 Overall Cell test of importance of Country-of-Origin by Ethnicity .......................................... 263
Table 7. 7 Overall brand knowledge among consumers who have purchased brand in last two years .. 265
Table A2. 1 China’s Advertising Market Change 2003-2009 ................................................................... 362
Table A2. 2 Traditional Media Expenditure in China in 2009 .................................................................. 363
Table A2. 3 Share of total adspend by medium 2007-2011 (%) .............................................................. 363
Table A3. 1 Synopsis of interview responses to Q3-1 (Prefer Local) and Q3-2 (Prefer Foreign) ............. 372
Table A3. 2 Synopsis of interview responses to Q3-3(Prefer Local, other things being equal) ............... 377
Table A3. 3 Combined responses to Q3-4 and Q3-5 ............................................................................... 381
Table A3. 4 Responses to Q3-8 Willingness to Pay Service Premium ...................................................... 384
Table A3. 5 Responses to Q3-9 Brand in Mind When Shopping.............................................................. 385
Table A3. 6 Responses to Q3-10 Attraction to Loyalty/Member ............................................................ 388
Table A3. 7 Summary Responses. Beijing & Chongqing vs. Beijing and Rural Hebei ............................... 398
Table A3. 8 Summary Responses. Shanghai & Guangzhou vs. Guangzhou & Guangdong Province
consumers .............................................................................................................................................. 400
Table A3. 9 Summary Responses to Insight on Marketing Strategy Levers ............................................. 403
Table A3. 10 Summary Responses. The single biggest difference in consumer behavior ....................... 407
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