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

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Glossary of Key Terms Attitude – refers to a lasting, general evaluation of people (including oneself), objects, or issues. Attitude object – refers to anything toward which a person has an attitude, whether it is tangible or intangible. Consumer Ethnocentrism - refers to the tendency to prefer products or people of one's own culture over those from other countries regardless of reason. Country of Origin Effects – refers to influences on consumer behaviors, particularly brand choice, that derive due to a brand’s country of origin Country of Manufacture – refers to the country where the brand was produced as indicated on the brand label. Country of Origin - refers to the originating country of brand origin where the product was devised, designed, and commercialized. Confucian face- refers to a positive feeling that derives from one's perception of the attitude others have owing to one having a thing that others may or may not have, achieving something others may or may not have, or in some other way causing a perceived positive effect on others. Ethnicity – refers to a distinct sub-segment of a national population characterized as having a unique language and sub-cultural values, habits, and behaviour. 6
List of Acronyms CE – Consumer Ethnocentrism CET – Consumer Ethnocentrism Tendencies COB – Country of Brand COE – Country of Origin Effects COM – Country of Manufacture COO – Country of Origin EKB – Engel, Kollat, Blackwell FCB – Foote, Cone, Belding FEC – Foreign Exchange Certificates GDP – Gross Domestic Product GRP – General Research Proposition GRQ – General Research Question HKTDC – Hong Kong Trade Development Council IPF – Intended Purchase Frequency NFCC – Need for Cognitive Closure PCI – Product Country Image PB – Purchasing Behavior PR – Public Relations RO – Research Objective SRQ – Specific Research Question 7
Page 1 and 2: Purchasing Intentions and Behavior
Page 3 and 4: Dedication This work is dedicated t
Page 5: Abstract This research is a study o
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
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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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