Literature Review: a Comparison of Chinese Consumers’ Views of Western and Chinese Domestic Grocery Brands
Literature Review: A comparison of Chinese consumers’ views of Western and Chinese domestic grocery brands
Outline
2.1 Introduction
2.2 Defining Customer/consumer Experience
2.3 Theoretical Frameworks Analysis
2.3.1 “International Brand Strategy”
2.3.2 Country of Origin Concept and how it affects consumer behavior
2.4 The Chinese Market
2.4.1 Chinese Culture and Foreign Brand Consumption
2.4.2 Contemporary Chinese Culture and Consumption of the Global Brands
2.4.3 The effect of “Country of Origin” within the Chinese Context
2.5 Factors for explaining consumer experience in China
2.5.1 Chinese customers regard western brands as more trustworthy than domestic Chinese brands
2.5.2 Chinese customers regard western brands as possessing a higher quality than domestic Chinese brands
2.5.3 The Chinese consider the global brands as having innovative and customer-oriented product design
2.6 Summary/Conclusion
References
2.1 Introduction In this chapter, the literature on the topic, “Comparison of Chinese consumers’ views of Western and Chinese domestic grocery brands”, is going to be reviewed. This literature review is going to be helpful in determining the Chinese consumer experience with the local as well as foreign brands. A comparison is going to be made on how the Chinese consumers view the Western (global/foreign) brands and the local Chinese brands. There will be considering of the brands in general, with an aim of getting an overall picture of the situation and the knowledge acquired will be helpful in focusing on the grocery brands. In the first section, the concept of consumer/customer experience is going to be defined. There is then going to be identifying and critiquing of relevant theoretical frameworks relating to consumer experience. The weaknesses and strengths of these frameworks are going to be examined. These frameworks are then going to be considered in the context of the Chinese consumers and their consumption of the
Outline
2.1 Introduction
2.2 Defining Customer/consumer Experience
2.3 Theoretical Frameworks Analysis
2.3.1 “International Brand Strategy”
2.3.2 Country of Origin Concept and how it affects consumer behavior
2.4 The Chinese Market
2.4.1 Chinese Culture and Foreign Brand Consumption
2.4.2 Contemporary Chinese Culture and Consumption of the Global Brands
2.4.3 The effect of “Country of Origin” within the Chinese Context
2.5 Factors for explaining consumer experience in China
2.5.1 Chinese customers regard western brands as more trustworthy than domestic Chinese brands
2.5.2 Chinese customers regard western brands as possessing a higher quality than domestic Chinese brands
2.5.3 The Chinese consider the global brands as having innovative and customer-oriented product design
2.6 Summary/Conclusion
References
2.1 Introduction In this chapter, the literature on the topic, “Comparison of Chinese consumers’ views of Western and Chinese domestic grocery brands”, is going to be reviewed. This literature review is going to be helpful in determining the Chinese consumer experience with the local as well as foreign brands. A comparison is going to be made on how the Chinese consumers view the Western (global/foreign) brands and the local Chinese brands. There will be considering of the brands in general, with an aim of getting an overall picture of the situation and the knowledge acquired will be helpful in focusing on the grocery brands. In the first section, the concept of consumer/customer experience is going to be defined. There is then going to be identifying and critiquing of relevant theoretical frameworks relating to consumer experience. The weaknesses and strengths of these frameworks are going to be examined. These frameworks are then going to be considered in the context of the Chinese consumers and their consumption of the
References: Cui, G, Wang Y& Zhou. N, 2004, Backlash of global brands? Consumer purchases of foreign and domestic products in an emerging market, Proceedings of the AIB Southeast Asia Regional Conference. Macau. Datamonitor, 2007, China country profile. Viewed 15 April, EBSCO host database. Xiao, G 2005, “The Chinese consumers changing value system, consumption values and modern consumption behavior,” (Doctoral dissertation, Auburn University, 2005). Dissertation Abstract International, vol. 66, no.12, pp.135. Xinghua, 2007, Luxuries imports soar in first seven months, Viewed 15 April 2013, EBSCOhost database.