The impact of consumer behaviour on marketing strategies of international supermarkets in China

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Authors
Zhang, Wang
Issue Date
2008
Degree
MSc in International Business
Publisher
Dublin Business School
Rights
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Abstract
The 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.