A comparison of consumer behaviour in the electric bicycle industry between China and Ireland

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Wang, Lei
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MSc in International Business
Dublin Business School
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In the international marketing, there are a number of scholars who try to refute the argument about the homogenization of consumer behavior across countries. The purpose of this study attempts to reveal if the consumer behavior in electric bicycle industry between China and Ireland is prone to convergence or divergence so as to explore the factors which contribute to it. A primary research was conducted, using qualitative and quantitative data analysis procedures. Self-administered questionnaire were the methods utilized to assess the difference or similarities in consumer behaviour in electric bicycle industry among a sample of 108 respondents from China and Ireland during July and August 2008. The result revealed that Chinese consumer and Irish consumer have remarkable differences towards purchasing electric bicycle. In relation to the factors which influence consumer behavior, researcher have examined the cultural factors, social factor, personal factors and globalization factors causing the divergence of Chinese consumer behavior and Irish consumer in electric bicycle industry. The study also indicated that the electric bicycle marketer still have to learn lots about the consumer, stating for how marketing communication can effectively improve their connection with consumers.