The Impact of Cultural Cringe on the Consumer Behavior in China

1. The Impact of Cultural Cringe on
the Consumer Behavior in China
COM 520
Prof. Hobbs
Tracy Hu
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2. Introduction
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China
Western companies
Cultural factors
Marketing campaigns
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3. The research question
If the cultural cringe of Chinese
people affects consumer behavior
to prefer western brands more
although products are very similar.
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4. Independent
Variable
• Cultural cringe
• Internal
inferiority
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5. Independent Variable
• Second Opium War
(1856)
• First Opium War
(1840-1842)
• Industrial
civilization
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6. Dependent Variable
• Consumer behavior
• Select, products, satisfy needs
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7. Black Box Model (Sandhusen, 2000)
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8. Nike
• From 2003
• Increased 66% (0.3 billion)
• 1.5 retail stores per day
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9. Why?
• American culture: freedom,
equality, challenges, & enjoying life
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10. Why?
• Promotion activities
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11. Why?
• Advertising & Spokesman
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12. Li-Ning Company Limited
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Chinese athletic company
Decreased from 20% to 13% (2011)
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13. Methodology
• In-depth interview
• Face to face, telephone, Skype
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14. Sample
• 20 students
• Age:18 to 25
• Comprehensive universities
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15. Sample
• Target consumers
• Energetic & Curious
• Changeable
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16. Interview
• Videotaped
• Agreement
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17. In-Depth Interview Questions
• 8-10 questions
• 30 minutes
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18. In-Depth Interview Questions
• Favorable impression (Xu, 2010)
•
What’s your impression about American cultures though Nike’s
advertisements?
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19. In-Depth Interview
• Transcribed into 4 categories
(Xu, 2010)
o Appreciation-American
o Inferiority-own
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20. Significance & Limitation
• Chinese--- brands value, cooperation
• International--- decision making
• Other factors interference:
Price, Quality, etc.
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