Aspects of Chinese Consumer Behavior in Buying Foreign Branded Products: A Case Study of Dove Chocolate, at CR Vanguard Hypermarkets in Xi'an City, Shaanxi Province, China
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Abstract
As Chinese consumers seem to have an increasing demand for foreign-branded products the purpose of this study is to contribute to the existing literature on this issue by examining the purchase intention of Chinese consumers for a specific foreign-branded product; Dove chocolate. It uses a questionnaire to survey 400 respondents who have bought Dove chocolate at ten CR vanguard hypermarkets in Xi’an city, Shaanxi province, China. The data was analyzed using Pearson Correlation Coefficient. The results show some trends of particular interest to China-based marketing managers working for foreign food product companies and, to some extent, to those working for foreign firms selling foreign products as they help them better understand Chinese Consumers’ perception and attitudes towards chocolate items and foreign brands in general.
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Wu, R. (2014). Aspects of Chinese Consumer Behavior in Buying Foreign Branded Products: A Case Study of Dove Chocolate, at CR Vanguard Hypermarkets in Xi’an City, Shaanxi Province, China. AU-GSB E-JOURNAL, 5(1). Retrieved from http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/489
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