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C/M/1268. Dissertation. Consumers' Attitudes towards Foreign Products versus Domestic Products: Comparative study of China and Germany

WORDS:

13800

DATE:

2009

PRICE:

139.99 GBP

The dissertation offers a cross-cultural study of consumer attitudes towards the marketing of Porsche premium luxury cars in Germany and in China comparing the attitudes of German consumers towards the domestic brand, with the attitudes of Chinese consumers towards the foreign brand. The review of literature touches on consumer attitudes towards marketing and their dependence on the life cycle of consumerism development, the cultural aspects of marketing, consumer ethnocentrism, etc. The factors influencing consumer evaluation of the product are examined including marketing mix, consumer ethnocentrism, country of origin, availability of domestic alternatives and awareness of foreign cultures. The methods of the research include analysis of primary data collected from questionnaires and interviews with German and Chinese consumers to identify the influence of the country of products' origin on their buying behaviour. Conclusions are made about the appeal of the foreign / domestic brand and its role in product evaluation.

KEYWORDS: Dissertation, Porsche, Consumer Attitudes, Cross-Cultural, Ethnocentrism, Marketing Mix, Chinese, German, brand, country of origin,