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C/M/608. Proposal. Success of Dior brand in China: Does the brand matter when you buy cosmetics?

(2007, 2200 words)

The proposal focuses on the perceptions of the international brand Dior in China by Chinese women aged between 20 and 30. The study is devoted to Dior's brand management in the Chinese environment investigating into the ways of gaining high levels of brand recognition in the target market of Dior in Shanghai. The attitudes of young Chinese female consumers toward Dior are investigated with the emphasis on the factors influencing cosmetic buying behaviour. This proposal has a matching dissertation: C/M/512. Dissertation. Christian Dior in China
 
   
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