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S/M/473. Master's Dissertation. Impact of Country of Origin and Consumer Ethnocentrism on Chinese Consumer Preferences

WORDS:
17000
DATE:
2009
PRICE:
179.99 GBP

The dissertation investigates the impact of consumer ethnocentrism (CE) and the country of origin (COO) on the Chinese consumer market. Literature is reviewed on the recent development of Chinese economy and culture, the factors that influence Chinese consumers' preferences, COO effects on consumers, cognitive, affective and normative aspects of the consumer's conception on the COO label, the theory of product-country image, psychological aspects of consumer ethnocentrism, ethnocentrist approach to global brands in China, etc. A study is conducted of Chinese consumers' evaluation of stores and products of different COO. Secondary research is used to back up the primary research based on the deductions from interviews with Chinese consumers about their perceptions of COO. Conclusions are made about the perceptions associated with various brands, the exposure of Chinese consumers to Western culture, and country stereotyping.

 

KEYWORDS: Masters dissertation, Chinese consumers, country of origin, COO, ethnocentrism, stere,

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