Marketing Strategies for Chinese Companies in Mainland China Cosmetic Industry

Zhao, Ruijia (2013) Marketing Strategies for Chinese Companies in Mainland China Cosmetic Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The Chinese cosmetic industry is presenting an increasing trend recently. However, the local Chinese cosmetic brands are facing tough competition with the foreign brands. Majority of the market share has been dominated by the foreign brands. Faced with this situation, it is extremely necessary for Chinese companies to study the reason behind this phenomenon.

This study aims to investigate how female customers in a fast growing market of cosmetic in mainland China perceive and behavior differently towards foreign and local cosmetic brands. To access a depth understanding and evaluate the factors that influence customers’ brand perception and behavior. Brand equity, brand knowledge are firstly studied followed by the theory of product involvement and consumer buying process. Moreover, as culture issue also has been shown an impact on customers’ behavior, the Hofstede culture study particularly the dimension of individual versus collectivism is also fully investigated.

In-depth, semi-structured interview is chosen as the research method. The interviews are designed to understand how Chinese female consumers perceive and behavior differently towards both domestic and foreign cosmetic brands. 10 interviews with the female participants aged from 20-35 have been completed to provide insights about customers’ brand perception, information search behavior and brand loyalty attitude in the real marketing environment of mainland China.

Three themes have been conducted based on the findings from the interviews. It is firstly identified that the personal information source is considered as the most important in by the Chinese customers in the process of information search. Secondly, product-related attribute including product quality and diversification are the essential elemenst determining customers’ cosmetic brand choice. Thirdly, in terms of brand awareness and loyalty level, Chinese brands present a relative lower degree compared with foreign brands in customers’ mind. Furthermore, culture influences have been fully found in this research, particularly the dimension of individual and masculinity has shown great impact on Chinese customers.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 27 Mar 2014 12:54
Last Modified: 24 Oct 2016 02:13
URI: http://eprints.nottingham.ac.uk/id/eprint/26572

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