Chinese Consumers Perceptions on Local and Global Brands An empirical analysis with reference to the Household White Goods (HWG) in China
Huang, Yanwen (2007) Chinese Consumers Perceptions on Local and Global Brands An empirical analysis with reference to the Household White Goods (HWG) in China. [Dissertation (University of Nottingham only)] (Unpublished)
This study examines the Chinese consumers perceptions on local and global brands in the Household white goods sector. The brand perceptions of consumers are essential for marketers and able to provide the managerial implications in the area of branding and marketing overall. This dissertation also has two substantial objectives: firstly to compare the different factors that affecting the decisions on local and global HWG brands and in addition to highlight the purchasing behaviour of the Chinese consumers. This particular household white goods sector has been chosen due to the increasing local and global white goods brands in China, which had lead to the various choices for Chinese consumers as well as the fierce competition within the sector.
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