Skip to main content

Segment The Chinese Consumers Who Are Willing To Pay More For Greenfood

Since 1992’s economic reform, China’s retail sales has kept rising and a large number of western supermarkets have been built up in this country. However, after more than ten years’ expanding and developing, western supermarkets fail to win the major share in China’s retailing market. A substantial proportion of total revenues are still accounted by traditional wet markets. This fact may be unbelievable to most people. This paper attempts to provide a understanding of Chinese consumers, find out the reasons why they prefer wet markets rather than western supermarkets. Literature review provides the concept of consumer behavior as well as the models on consumers’ decision making. The primary research focuses on the population in south-eastern China and attempts to find out how the internal and external factors would influence their decisions. The findings suggest two main reasons why Chinese consumers favor wet markets over supermarket: western supermarkets can not fit Chinese consumers’ needs well because of cultural differences; customers are difficult to access to these large supermarkets duo to the limitations of distribution. The limitations of research caused by the sample and research area should be in consideration for further study.

Chapter One: Introduction

Chapter Two: literature Review
Demographic characteristics: age, gender, income and education
Psychographic characteristics: knowledge/ecoliteracy
Psychographic characteristics: values
Psychographic characteristics: attitudes
Behavioural variables
Factors that affect the willingness to pay for environmental protection and food quality and safety
Segmentation by environment attitudes
Possible demographic differences
Green consumption behaviour
Chinese culture value

Chapter Three: Research Methodologies and Methods
Quantitative research versus Qualitative research
Questionnaire
Sampling & sample size
Questionnaire design
Translation questions

Chapter Four: - Findings
Sample profile
Sample knowledge/ecoliteracy
Sample attitudes/preference
Sample values
Sample behaviours
Sample price sensitivity

Chapter Five: - Discussion
Comparison of the two demographic profiles
Comparison of the two psychological profiles
The impact of behaviors

Chapter Six: - Conclusion

Reference

Appendix

download Here: Dissertation

Popular posts from this blog

Essay - Strategic Analysis of Tata Group

http://www.study-aids.co.uk/marketing/marketing_essays.html 1. Introduction Tata Group is one of the most renowned and prominent business groups in India. Tata Group is comprised of 96 functioning enterprises which fall under seven different business sectors. Undoubtedly, this group stands as a giant in the business community of India. Tata Group has now expanded its operations in more than 54 countries. This group has spread its network worldwide catering the needs of consumers everywhere. As a result, this group is gaining more popularity in specific countries where they have started their business, some of which include UK, Bangladesh, Vietnam and USA. After their successful operation in India, Tata group is making every effort to penetrate in the international market. It is imperative to analyze their business strategy which is not possible without conducting a thorough SWOT analysis, PESTEL, reviewing their business model and investigating their strategic position. However, it ...
Read more

Vodafone Plc SWOT Analysis and Five Forces

Abstract Aim: This essay aims to perform an analysis on the basis of integration of SWOT and Porter’s Five Forces frameworks. The key aim of this essay is to establish the reasons behind the success of Vodafone, which is ranked 3rd in FTSE100 Company ranking, and thereby represent the implications and recommendations. Methodology: This paper is based on integration of the secondary research, which includes recent reports, books and journal articles. Findings: The key findings indicate that Vodafone is a well – established global company with a highly successful internationalization strategy. This implies that Vodafone has a lot of opportunities to take advantage of, despite the recent economic adverse events. 1.0. Introduction This paper aims to demonstrate an analytical essay on the company, which is FTSE100 Top 20 Company as of July, 2012. A chosen company for this report is Vodafone Group Plc, which is ranked third in FTSE100, with the market capitalization of...
Read more

MBA Dissertation | Strategy Making Processes | Decision Makers | SME

MBA Dissertation | Strategy Making Processes | Decision Makers | SME There is a body of literature which is suggestive that the strategy making processes of SME firms are largely identifiable with the emergent perspective. However, some scholars also believe that a proportion of SME's utilise fully rational strategy processes. Therefore, with the multitude of arguments surrounding this topic, the purpose of this study is to procure further insight into the strategy-making processes of small and medium businesses. Additionally, the research will examine the objectives of these organisations, and reveal which strategy processes or specific elements can be associated with attaining success. In order to satisfy this raison d'être, empirical research has been conducted, whereby a sample of UK SME decision makers were telephone interviewed and answered a set of questions regarding the strategy processes of their businesses. This data has been presented and analysed throughout thi...
Read more