Chinese Consumption Of Foreign Commodity Case Study

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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

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