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 [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

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.

The literature reviews on the concept of brands and together with the understanding of local and global brands are discovered. It also highlighted the importance of the country-of-origin (COO) effect on Chinese consumers, the consumers ethnocentric, and their unique purchase behaviour, as these literature reviews have been supportive to the research overall. Samples of 10 telephone interviews were conducted in the study. The findings indicated that most of the Chinese consumers preferred certain products on local brands, and certain products on global brands. Although global brands equalled to high quality on their minds but the relatively high prices have made them switch their decisions. Significant differences in the household buying behaviour were found across the households compared to other cultures. All of these findings will have managerial implications for both local and global brands.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 01 Nov 2016 19:34
URI: http://eprints.nottingham.ac.uk/id/eprint/21521

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