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
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