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

More documents

Recommendations

Info

Response No. of expert mentions* Other differences Key Themes * Some responses are categorized under more than one category. brands. � Consumers' brand concept is different. � Consumers brand knowledge, knowledge of country of origin and country of manufacture are different. � Consumers' knowledge of product advantages or brand differentiation is different. 5 � The biggest difference is consumer demands for your product in any given area. � Desired level of shopping convenience differs by region. � The sales approach with which consumers in different geographic classes are familiar, is different. � Need to consider the level of competition. A3.17 Chapter Summary This chapter provided in depth description and analysis of the results from the in depth interviews with forty marketing experts in China. The verbatim responses were coded and analyzed using NVivo qualitative research software. Summaries and groupings realized from the analyses were presented in detail. Expert opinions of various purchasing intentions were noted and differences in consumer behaviors among ethnicities were highlighted. The chapter concluded with expert suggestions on how managers may need to modify their marketing strategies when focusing on different geographical segments in China. 408
Appendix IV. Research Consent Forms A4.1. Research Consent – Email survey Dear (Respondent), I am a research student from the University of Hertfordshire and am conducting a survey of consumer purchasing behaviour in China. The purpose of this survey is to collect information to assist the author in evaluating Chinese consumer attitudes and behaviour with respect to various product categories. The information gathered from this survey will contribute to my Ph.D. dissertation, and will also form the basis for cases which can be used within my university’s marketing courses. During the study, you will be asked to complete a survey questionnaire concerning your experiences and perceptions toward foreign products and domestic products. You will also be asked for some demographic information. Your participation in this questionnaire will require approximately 20-30 minutes of your time. There is no harm associated with your participation in this research and there are no potential risks to participants. No monetary or other material compensation is provided for participating in this survey research. However, all respondents will be given the benefit of receiving a copy of the Executive Summary of the report which will highlight key findings of the research. If you would like any additional information about the survey or would like a summary of the results, please feel free to contact me at dpaproski@hotmail.com. Thank you in advance for your assistance in helping with our research! This Summary will be emailed directly to you. Since this study uses an email questionnaire, I cannot guarantee complete anonymity, but I can be sure that your name will not be published. All information of participation including your email address will be kept strictly confidential such that only my supervisor and I will have access to the information. The results from this study will be reported in a written research report. Information about the report will not be made public in any way that identifies individual participants. The interview content will be encoded to protect confidentiality. The data will be stored in hardcopy in forms of data files and soft copy compact disc data which will require the password from the researcher. Upon the completion of data analyses, all files will be deleted. This process will be completed no later than August 31 st 2012. Participation is completely voluntary. You may discontinue completion of the questionnaire at any time without explanation and without penalty. If you have any questions or concerns about the research, please contact the researcher or our institution at the above contact information. 409
Page 1 and 2:
Purchasing Intentions and Behavior
Page 3 and 4:
Dedication This work is dedicated t
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
Page 53 and 54:
2.12 Attitudes toward the advertise
Page 55 and 56:
Figure 2. 5 An adapted multi-attrib
Page 57 and 58:
and (Laurent and Kapferer, 1985). W
Page 59 and 60:
and by consumers’ reactions towar
Page 61 and 62:
1993). Papadopoulos et al (1993) de
Page 63 and 64:
Figure 2. 8 The Halo Effect of the
Page 65 and 66:
ehavior acted upon perception of br
Page 67 and 68:
However, even though many consumers
Page 69 and 70:
others. This may confuse consumers
Page 71 and 72:
products (Kaynak and Kara, 2002). A
Page 73 and 74:
Figure 2. 9 Four broad categories o
Page 75 and 76:
matrix was presented as the model u
Page 77 and 78:
aspects, Chinese consumers generall
Page 79 and 80:
Howard and Sheth (1969) discussed t
Page 81 and 82:
3.1.3 Hofstede Cultural Dimensions
Page 83 and 84:
power distant context may be more l
Page 85 and 86:
tend to be more rational and keep t
Page 87 and 88:
countries. This has been termed “
Page 89 and 90:
One of the limitations of Maslow’
Page 91 and 92:
4. A Framework of brand choice 4.0
Page 93 and 94:
Figure 4. 1 Engel-Kollat-Blackwell
Page 95 and 96:
main theoretical foundation for thi
Page 97 and 98:
The socio-cultural environmental in
Page 99 and 100:
consists of two parents and one chi
Page 101 and 102:
ehavior to remain. Yet, with the ve
Page 103 and 104:
SRQ 1.1.1a.1: Is the intention to p
Page 105 and 106:
RP 1.1.5: Chinese consumers’ purc
Page 107 and 108:
RP 1.2.4: The importance of store l
Page 109 and 110:
inconvenient activity. Beijing's va
Page 111 and 112:
In our study we investigated the br
Page 113 and 114:
SRQ 4.1: Do consumers in Guangzhou
Page 115 and 116:
RP 5.4.0: Chinese consumers are not
Page 117 and 118:
5. Research Methodology 5.0 Introdu
Page 119 and 120:
Figure 5. 1 Research Methodology Su
Page 121 and 122:
with a sample size of between fifty
Page 123 and 124:
Figure 5. 2 Product Categories for
Page 125 and 126:
follow-up emails, where applicable,
Page 127 and 128:
Low Functionality/ Low Representati
Page 129 and 130:
product category's COO higher than
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 and 180:
Table 6. 17 Frequency of Purchase (
Page 181 and 182:
Table 6. 19 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
Page 231 and 232:
Table 6.41 summarizes results by in
Page 233 and 234:
Statistically significant differenc
Page 235 and 236:
% Correct responses Brand/Ethnicity
Page 237 and 238:
% Correct responses Brand/Ethnicity
Page 239 and 240:
Table 6. 45 Two-way Contingency Tab
Page 241 and 242:
Table 6. 46 Chi-Square Tests of Dif
Page 243 and 244:
Table 6. 47 Two-way Contingency Tab
Page 245 and 246:
H0: p1 ≤ p2 ;H1: p1 > p2; z=1.65
Page 247 and 248:
are misinformed as to the correct C
Page 249 and 250:
Marketers, moreover, need to be war
Page 251 and 252:
definitive nature of the survey que
Page 253 and 254:
With respect to the fourth dimensio
Page 255 and 256:
Population density likely accounts
Page 257 and 258:
2006; Wakefield and Inman, 2003; En
Page 259 and 260:
7.4 Brand Choice (RQ 2.0) This sect
Page 261 and 262:
Table 7. 3 Reasons for purchasing f
Page 263 and 264:
influenced. Melewar et al (2004) si
Page 265 and 266:
Table 7. 7 Overall brand knowledge
Page 267 and 268:
more than 70 imported or joint vent
Page 269 and 270:
domestic brands and partly because
Page 271 and 272:
8. Summary, Implications, and Concl
Page 273 and 274:
8.1.4. Actual purchase frequency
Page 275 and 276:
their segmentation and targeting st
Page 277 and 278:
Ideally the main person responsible
Page 279 and 280:
counterparts; yet, the interviewee
Page 281 and 282:
promotions and marketing, differenc
Page 283 and 284:
8.5.8 Situational factors impacting
Page 285 and 286:
Anderson, D.R., Sweeney, D.J. & Wil
Page 287 and 288:
Bettman, J.R. (1970) Information pr
Page 289 and 290:
Chen, C.H. and Zimitat, C. (2006) U
Page 291 and 292:
Czinkota, M.R. and Ronkainen, I.A.
Page 293 and 294:
Ehrenberg, A., Goodhardt, G. & Barw
Page 295 and 296:
Goffman, E. (1967) Interaction Ritu
Page 297 and 298:
Hofstede, G. (2001) Culture's Conse
Page 299 and 300:
Insch G.S. (2003) The Impact of Cou
Page 301 and 302:
Kluckhohn, C. and F.L. Strodtbeck (
Page 303 and 304:
Li, J.J. and Su, C. (2007) How Face
Page 305 and 306:
[Accessed 3 April 2010). McShane, S
Page 307 and 308:
innovation diffusion: The case of J
Page 309 and 310:
Perrin, R. and Gong, Y. (2010) Uniq
Page 311 and 312:
Samiee, S. (1994) Custumer evaluati
Page 313 and 314:
Su, Y., Xu, D. & Phan, P.H. (2008)
Page 315 and 316:
Verlegh, P.W. and Steenkamp, J.B. (
Page 317 and 318:
Wu, K. (1998) Sociology of Educatio
Page 319 and 320:
Appendix I. The Chinese Marketing E
Page 321 and 322:
Confucius was not particularly inte
Page 323 and 324:
China from their bases in Manchuria
Page 325 and 326:
Figure A1. 1 Administrative Divisio
Page 327 and 328:
Table A1. 1 Population and Its Comp
Page 329 and 330:
levels of domestic and internationa
Page 331 and 332:
Table A1. 4 GDP and Population Dens
Page 333 and 334:
middle south regions and below nati
Page 335 and 336:
world’s third-largest economy). B
Page 337 and 338:
337 Countries Market Size Market Gr
Page 339 and 340:
Table A1. 6 Year to Year Comparison
Page 341 and 342:
Table A1. 7 Dimensions and Measures
Page 343 and 344:
internet access exists but some cen
Page 345 and 346:
certifications, such as a license.
Page 347 and 348:
Table A1. 8 Business Monitor Intern
Page 349 and 350:
China’s political environment is
Page 351 and 352:
and makers to reduce the stigma of
Page 353 and 354:
making comparisons between differen
Page 355 and 356:
2007). Each of the populations in t
Page 357 and 358: Walmart in 2007, who explained that
Page 359 and 360: From a manufacturer's perspective,
Page 361 and 362: among others as well as China's own
Page 363 and 364: Table A2. 2 Traditional Media Expen
Page 365 and 366: The size of China's online display
Page 367 and 368: Appendix III. Industry Interviews -
Page 369 and 370: A3.3. Q3-2 Do Chinese consumers try
Page 371 and 372: cigarettes."; "Older people prefer
Page 373 and 374: a bias toward foreign brands due to
Page 375 and 376: guarantee or promise of good qualit
Page 377 and 378: Table A3. 2 Synopsis of interview r
Page 379 and 380: A3.6. Q3-5 Are Chinese consumers sl
Page 381 and 382: Table A3. 3 Combined responses to Q
Page 383 and 384: products even for foreign brands bu
Page 385 and 386: A3.10. Q3-9 Do Chinese consumers ge
Page 387 and 388: deposit or some stores don't allow
Page 389 and 390: their related product categories. P
Page 391 and 392: agreement that Beijing consumers ar
Page 393 and 394: administration and white-collar wor
Page 395 and 396: � Shanghai and Guangzhou consumer
Page 397 and 398: trying new products). Thus, consump
Page 399 and 400: A3.14. Q4-3 Would you consider urba
Page 401 and 402: Response No. of expert mentions* Ye
Page 403 and 404: Experts also unanimously agreed tha
Page 405 and 406: Strategy lever Useful Insights Pric
Page 407: awareness of brand names, relative
Page 411 and 412: A4.2 Research Consent Form - Depth
Page 413 and 414: Appendix V. Survey of Consumer Bran
Page 415 and 416: Bottled Water 矿泉水或纯净水
Page 417 and 418: Ice Cream Tubs 冰淇淋浴盆 Yes
Page 419 and 420: Potato Chips (Crisps) 薯片(脆片
Page 421 and 422: Household Appliances (refrigerators
Page 423 and 424: Airlines 航空公司 1. Singapore
Page 425 and 426: Appendix VI. Specification of brand
Page 427 and 428: 11. Banks (including ATMs) 中国
Page 429 and 430: 消费者购买行为调查请根
Page 431 and 432: C 对于以下品牌产品当中,
Page 433 and 434: C 对于以下品牌产品当中,
Page 435 and 436: 品牌之间的关系如下所示,
Page 441 and 442: Appendix VIII. Main Consumer Behavi
Page 443 and 444: II. Relationship to Product Categor
Page 445 and 446: III. Relationship to Brands C Speci
Page 451 and 452: COO/COM 品牌之间的关系 3. To
Page 453 and 454: 453 7. Perfume 香水兰蔻Lancome
Page 455 and 456: COO/COM 品牌之间的关系 11. B
Page 457 and 458: Appendix IX. Interview Guide for Ma
Page 459 and 460:
3.2. Would you consider consumers i
Page 461 and 462:
potential sampling (Type I) error b
Page 463 and 464:
A10.9 Coefficients of Correlation F
Page 465 and 466:
The main general research questions
Page 467 and 468:
The main general research questions
Page 469 and 470:
Study(Year) Country Findings Jordan
Page 471 and 472:
Appendix XIV. Brand Choice - Other
Page 473 and 474:
Category Brand Beijing Shanghai Cho
Page 475 and 476:
Appendix XV. Unique Promotional App
Page 477 and 478:
Distribution of shopping discount c
Page 479 and 480:
479
Page 481 and 482:
481
Page 483 and 484:
483
Page 485 and 486:
485
Page 487 and 488:
487
Page 489 and 490:
489
Page 491 and 492:
491
Page 493 and 494:
with negative rhetoric and pejorati
Page 495 and 496:
literature where consumers consider
Page 497 and 498:
correctly point out that their stud
Page 499 and 500:
quite difficult to research the mod
Page 501 and 502:
dissuades them from accepting brand
Page 503:
esponsibility and argued that socia
show all

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

Create successful ePaper yourself

Delete template?

Save as template?