Chinese consumption of foreign commodities: a comparative perspective Gary G. Hamilton (1977) published a paper that focused on the Chinese consumption of foreign commodities, or more specifically why there was a lack of acceptance of western products in China. In his research methodology he analyzes from a historical and comparative perspectives. In the historical analysis, the research looks into the different dynasties in Chinese history. The historic analysis factored in the availability of foreign products and the views of having foreign products on different levels of societal hierarchy. During the historical comparison, Hamilton uses three theories of consumption to explain the non-acceptance of western products in China, the economic …show more content…
Their research argue that the traditional consumer habits have changed and that the stereotypes are deemed dated. The rise of the new trending is formed after the increase of the upper-middle class in 1st tier cities. The values of the new sophisticated class of Chinese consumers resemble that of the western consumers. The this study the research looks into the medium that influence the perception of Chinese consumers, an example of a medium is the social media. Social media like the fashion magazines that push the view of brands. In addition the international brands make their way more and more into the Chinese market place, I.e. high profile fashion promotional events in 1st tier cities like Shanghai and …show more content…
Belk (2004)have explored the effects of global and local advertising in China, specifically the effects on the consumer views of foreign brands and Chinese brands. The study was conducted with a group of participants of 40 people, with age groups ranging from 20 to 65. The research has found that the responses from the participants were divided in to two. The first segment of participants exhibited preferences favorably directed towards the more globalized views. The other segment of the group was in favor of stronger preservation of Chinese values hence the positive view of local origin products. Furthermore the study has found that the larger part of the participants were still in favor of the western advertising appeals. These western advertising appeals were described to be seen as cosmopolitanism, excitement, modernity, quality, technology, and beauty by Zhou and Belk (2004). However this does not mean that there was an abandonment of feelings of national pride, patriotism, or Chinese values, exhibited by the
Asian products have less advertising and are villanized in Gran Torino. This strategy strengthens the power of the American products in promoting the “old school” Americanism theme. Cars the fi...
Competition in the business world is fierce and in order to survive companies must expand. “With the increasing globalization of markets, companies find they are unavoidably enmeshed with foreign customers, competitors, and suppliers, even within their own borders,” (Cateora-Graham, 2007). One way in which many companies have done this is by going global. International marketing, although more prominent than ever before, is still a difficult arena for marketers to master. Although religion and culture are not immediately brought to mind when business is brought up, marketing is one aspect of business that is highly sensitive to culture. Not only culture, but also politics, the economy and the law effect marketing strategies. This paper will examine the differences between the American and Japanese marketing environments.
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
It aimed to concentrate on the influence of consumerism on a person as the embodiment of a consumeristic society in the post modern era. In post industrial era, a consumer society in which people craving to be updated with the new style packs in all field. In other words, the people have to face terminal exclusion and rejections that are the comeuppance for those who fail to come up with the images the community presents. People are forced to re-conciliate with the consumption policies of the society and that is the path one can be recognized
Shirley Ye, Sheng, and Yan Ma. "China Vs. The United States: Market Connections And Trade Relations." International Journal Of China Marketing 2.1 (2011): 45-57. Business Source Complete. Web. 13 Dec. 2013.
Although several studies have looked at how cultures affect consumer behaviour in China, none have adequately compared it with other countries Invalid source specified., moreover, most have looked at the issue from the customer’s perspective by analyzing the motivation behind enormous consumption (Wong & Ahuvia, 1998)Invalid source specified. (Gao, Norton, Zhang, & To, 2009). Only few have evaluated established marketing strategies with cultural analysis, those who have done so only focused on segmentation and positioningInvalid source specified.. In this essay, luxury brands’ perspective will be used to analyze how culture influence on existing marketing mix employed.
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
In the analysis process, all the questions of six focus groups were summarised into six main themes: 1) Customers’ attitudes towards fashion brands, 2) Powerful brand evaluation, 3) Attitudes towards shopping for fashion brands online, 4) Factors affecting purchasing choice, 5) Promotion evaluation, 6) Evaluation of channels of accessing to fashion brands, 7) Challenges of building fashion brands in Shanghai. Then the discussion was developed around the seven main themes.
China was isolated from the outside world both economically and socially for over fifty years. Not only did foreigners curious about the forbidden country, but also Chinese people desired to learn about the world. After Deng xiao ping introduced new economic strategy, Chinese people were exposed to new information. The exquisite and technological products were almost a culture shock to those long “protected” people, and it implanted an idea to local people that Western products are the best of all, no matter where it is from or what it is. Chinese people, who have never been to other countries yet, had a fantasy of western society, which also made them to believe in the quality of western goods. The same formula worked in fast food industry. Surprisingly and ironically, people from late 90...
Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries. Journal Of International Marketing, 21(1), 1-22. doi:10.1509/jim.12.0065
A number of statistical studies have explored the effect of country-of-origin on consumers’ perceptions of products and how it influences the decision-making process. Studies by Heslop and Papadopoulous (1993, 2000) concluded that COO image is one of the most important influences on decision making for foreign-made products. These studies revealed that buyers evaluate COO using multiple criteria including the country’s level of advancement, the buyer’s feelings about the people of the country and the buyer’s desire to be more closely aligned with the country. In addition, a study by Liefeld and Wall (1987, 1991, 1993) found a positive relationship between product evaluation and the degree of economic development of the COO. Support of these finding was found in a study by Wang and Lamb (1983) in which it was determined that U.S. consumers evaluate products according to the country in which they are produced. Culture, political situation and economic development of the source country were contributing factors to this evaluation criterion.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Chang’s discussion focused on the effect of ‘superlogos’, or high-fashion brands such as Chanel and Louis Vuitton, tracing the growth in fake products to the Japanese period of ‘logomania’ in the 1980s. During this period, explosive growth of the Japanese economy led to one of the highest per-capita incomes in the world (Chang, 2004). It also led to a shift in consumption patterns, with the previous consumption patterns set by American occupiers (an ‘American’ mode of consumption, focused on quantity of goods) shifting to a ‘European’, quality-based consumption model (Chang, 2004). During this period the brand logos integrated into clothing and other items became increasingly important, as they were indicative of consumption power (Chang,
This means the consumers of luxury products are not only the upper-class but also the middle-class. Furthermore, this market is expanding and is not a complete symbol of upper class. Today, when a person wears a piece of clothing in luxury brand or luxury bag, it does not mean this person is upper-class, but before the last century, people could easily perceive who are upper-class from their
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has