• Home
  • Subjects
  • Marketing
  • nalysing the impact of Confucianism on customer behaviour and perception of western brands

nalysing the impact of Confucianism on customer behaviour and perception of western brands - Literature review Example

Only on StudentShare

Extract of sample
nalysing the impact of Confucianism on customer behaviour and perception of western brands

China has about 1.3million HNW individuals making it one of the most attractive wealth management markets and thus the high street fashion brands expand to China to make profits (BBC News, 2012). Sale of goods in china is exploding despite of tax importing the Chinese market. Online consumption of western product by the Chinese consumers by 11% in the next five years or so and sales of the brands will grow by twice by about 25% a year. China is the largest consumer of Louis Vuitton and accounts for about 15% of global sales (The Economist, 2011). The Chinese market have proved to be an important market for most of the western brands as the top five most recognised brands in China are imported overseas. In the Chinese market the top brands which have successfully made are Nestle S.A, Chanel, Samsung Group, Apple Inc, Sony Corp, Nike Inc, Starbucks Corp, Canon Inc and other brands. With other western and luxury brand such as Armani, Louis Vuitton and Gucci were also reported to show high in rating among the western brands. ...
Download paper

Summary

Analysing the impact of Confucianism on customer behaviour and perception of western brands Contents 1. Literature review 4 1.1. Introduction 4 2.1 Confucianism 7 2.1.1 Confucianism Meaning 7 2.1.2 Chinese culture and Confucianism 8 2.1.3 Neo- Confucianism 10 3.1 Consumer behaviour 10 3.1.1 Consumer behaviour and Chinese culture 10 4.1 Branding 11 4.2 Customer based Brand Equity Pyramid 12 4.2.1 Brand Salience 13 4.2.2 Brand Performance and Brand Imagery 13 4.2.3 Consumer Judgements and Consumer Feelings 14 4.2.4 Consumer Brand Resonance 15 5…
Author : donaldtorp

Related Essays

Customer behaviour in charity retailing in UK
Shopping in charity stores has seen a revived popularity with the emergence of the recession and the popularity of conservation style living. The reasons and drives that consumers feel to enter into thrift stores are varied and interesting as they reflect psychologies about the past as much as modern aesthetics. The emergence of the charity thrift store can be traced to the Salvation Army in London where the store was created in order to give some of those who were unemployed a job, the sale of the items supporting the wages for those collecting the goods. The desire for vintage style and the...
30 pages (7530 words) Dissertation
How emotions impact consumer behaviour
This research is being carried out to understand why the consumers purchase and what makes them to make the purchase. The motive to understand the consumer behaviour and the reason for its purchase caters around the concept of marketing the goods and services. Consumer behaviour portrays emotions as one of the causes of behaviour which can be manipulated for any managerial purposes. Emotions are related to contingencies of reward and punishment which influences the consumers in the market place. Therefore emotion is an appraisal of a change in feelings originated by the brain activities,...
23 pages (5773 words) Dissertation
How to Sustain Customer Loyalty towards Brands
The researcher states that brand loyalty is the final objective a company sets for a branded merchandise. The importance of brand loyalty cannot be underestimated due to the fact that as brand loyalty increases, the vulnerability to the competitive actions is reduced which is very important in the cut-throat competitive era of today. The customer’s adherence to a particular brand increases the market value of the brand and helps the organization to have a competitive edge over the rivals. The brand loyalty also provides confidence among the organizations to launch a new product and to get...
71 pages (17821 words) Essay
Customer attitude towards change in brands' ownership in the automotive industry and how it affects car purchase intentions.
The paper tells that with the continued elevation of completion within the current global marketplace because of globalization, introduction of new products has turned out to be a highly risky venture. One factor facilitating such high levels of risk is the implausible high cost of creating brands for product (new products), which can exceed 100 million dollars in some cases. Thus, firms are resulting into line extensions, brand extensions, as well as other new strategies of products, which allow their leveraging of the existing trademark equity with their relatively new products as a measure...
19 pages (4769 words) Literature review
Vans, Inc.: A Company Analysis
This essay discusses the analysis of the Vans company, that is associated closely to the sport, customized shoes according to customer preferences and recommendations by professional skateboarders. The company was hailed the “skateboard shoe of choice”, and remained profitable despite the competition and all efforts of the authorities to prohibit the sport. Vans customers were offered flexibility, affordability, and durability, these value propositions also served as the company’s competitive advantage. It added more styles, colors, and designs that satisfied more customers in the year...
4 pages (1004 words) Essay
Challenges of Western Brands when Marketing to Chinese
This potential can be signified by the continual growth of retail sales of consumer goods, for instance retail sales figures increased by 3% in 2007 (PRC 2011). China may be described as a large and homogenous developing market. The ‘huge population, the rapid industrialization and unprecedented economic growth’ provides manufacturers a great opportunity (Ewing et al., 2002). Multi-million Fast Moving Consumer Goods (FMCG) like Coca Cola, Uniliver and Mc-Donald’s have experienced a lot of success in this market. The consumer brand consciousness in china goes through four eras and steps...
9 pages (2259 words) Literature review
Critically analyse the role of Perception in Consumer Behaviour.
This particular aspect can further be observed as a multidimensional concept which in itself is quite challenging to be defined and identified in the real life context being influenced by various other attributes such as cultural beliefs, social diversity and lifestyle needs (Desmond, 2003). The paper intends to discuss regarding the role of perception in consumer behaviour with particular focus on the UK based brands. Moreover, this paper also discusses regarding the exposure, attention, interpretation and sensation of consumers while making purchasing decisions towards different products and...
8 pages (2008 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!