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

In examining consumer behavior among consumers in four key cities in China, marketers need
to know whether they can adopt a common marketing strategy or whether they should adapt
strategies to accord with differences in consumer behavior. We therefore need to determine if
there are significant differences in meaningful aspects of consumer behavior. To address this
research problem we examined a series of general research questions, identified accompanying
research objectives, and then developed and empirically tested a range of hypotheses (see
Appendix XI). The study’s general research questions are outlined below and outlined in detail
in Appendix V:
General Research Questions
1.0 Differences in intentions. Are there differences in purchasing intentions among ethnic
consumers in key cities in China?
2.0 Brand choices. Are particular brand choices related to ethnicity among consumers in
key cities in China?
3.0 Reasons for choices. Are the reasons given for the purchase of favorite brands
influenced by ethnicity of consumers in key cities in China?
4.0 Purchase frequency. Is actual purchase frequency of favorite brands influenced by
ethnicity among consumers in key cities in China?
5.0 COO influence. What influences, if any, does a brand's country-of-origin have on
purchasing intentions of consumers in key cities in China?
This study therefore extends previous work in the area by examining a broader range of
consumer behavior moderators in the Chinese context over a broader range of product
categories.
1.8 Summary
This chapter introduced the main focus of the research project. The importance and
significance for academic research in branding and marketing strategy were discussed together
with the potential relevance for brand and marketing management in China. The topic
coverage in the paper was outlined in detail, the main findings were summarized, and the five
general research questions were presented.
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