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dc.contributor.advisorO'Malley, Olwynen
dc.contributor.authorZhang, Wangen
dc.date.accessioned2013-09-27T14:58:09Z
dc.date.available2013-09-27T14:58:09Z
dc.date.issued2008
dc.identifier.citationZhang, W. (2008). The impact of consumer behaviour on marketing strategies of international supermarkets in China. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/1236
dc.description.abstractThe purpose of this study is to reveal the impact of consumer behaviour on marketing strategies of international supermarkets in China. International supermarkets were introduced in China and they have evolved in the past through their marketing strategies in close association with consumer buying behavior. This study examines the consumer decision-making model, the four main factors that affect it, including cultural factors, social factors, personal factors and psychological factors, how the consumer behavior is related to the formulation of marketing strategy, and what marketing mix strategies should be used by international supermarkets. Based on the primary research conducted, data was collect from a sample of 111 respondents in international supermarkets (Wal-Mart, Carrefour, Metro and Tesco) in Beijing, the results offer an exploration of the shopping behaviors of Chinese and foreign consumers, the influence of four main factors on consumer buying behaviour and the marketing mix strategies of international supermarkets. The findings and discussion provide important results and implications for this research on the influence of consumer buying behavior on marketing mix strategies of the international supermarkets in China.en
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectRetail tradeen
dc.subjectConsumer behavioren
dc.titleThe impact of consumer behaviour on marketing strategies of international supermarkets in Chinaen
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMSc in International Businessen
dc.type.degreelevelMScen


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