Customers' Attitude Towards Chinese Medicine in UK Market

Xiao, Liping (2007) Customers' Attitude Towards Chinese Medicine in UK Market. [Dissertation (University of Nottingham only)] (Unpublished)

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Nowadays, the UK people's attitudes towards health care are changed slowly especially in recent years. In 2003 there are more than half of people who are like to asked ailments advices from their doctors, and this proportion decreased slightly. The change of this is possible influenced by the government policy and the change of people's attitudes. The GPs appointment is generally suffer time pressure because of the NHS financial pressures and the increasing of the GPs waiting lists. Many of the people fell it is very inconvenient and therefore selected other methods such as Chinese medicine or other complementary or alternative medicine. The government and health authorities fell this trend will be going very positive in the future.

Therefore there is a growing interest in analysis the developing of the Chinese medicine and other type of complementary or alternative medicine.

There are three major aims of this study. First of all, investigate the UK macro environment of the Chinese medicine which include the information about the consumers' Attitudes towards health care and the developing of Complementary or alternative medicine market. Moreover, analysis the customers' attitudes and behaviours towards Chinese medicine by establishes the appropriateness of the QSVL model (Perceived quality, satisfaction, value and behaviour intention). Thirdly, identify the nature of direct and indirect relationships of QSVL model and implicate the marketing strategy methods to improve the loyalty level of consumers.

Interviews as the main qualitative methodology are conducted to analysis main difficulties and problems of the developing of the Chinese medicine in this research. All of the interviewees are the experienced professional doctors and assistances who are working in the UK Chinese medicine clinics for long period of time. Questionnaire is the major quantitative methodology is conducted to analysis customers' attitudes and behaviours towards Chinese medicine. All of the samples are collected from the customers of UK Chinese medicine clinics in the UK. The questionnaire data is then analyses by SPSS to create descriptive statistics for demographic variables and the major multivariate analysis is structural equation model analysis.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 15 May 2018 20:42

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