Analyzing the impact of Confucianism on customer behaviour and perception of western brands

Analyzing the impact of Confucianism on customer behaviour and perception of western brands Essay example
Masters
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Marketing
Pages 6 (1506 words)
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As China has become an attractive and emerging marketplace and that it consist major portion of world’s total population, the Chinese consumer and his behaviour have been major focuses in the literature of international consumer behaviour. …

Introduction

As China has become an attractive and emerging marketplace and that it consist major portion of world’s total population, the Chinese consumer and his behaviour have been major focuses in the literature of international consumer behaviour. Culture is regarded as a significant determinant of consumer behaviour and cultural values are found to play vital roles in influencing consumers in their buying behaviour. China is a rapidly emerging market and global brands are studying about the potentiality of Chinese market in terms of investment, consumption, employment, and attitude and buying behaviour. Chinese culture is mainly influenced by Confucianism. This piece of research paper has analyzed the impact of Confucianism on the buying behaviour and perception about foreign brands. Various literatures stressed that Confucianism has profoundly impacted the buying behaviour because Confucianism emphasized harmonious relationship between different people and this caused people to show different attitudes toward different products. This paper concluded that Chinese people are quite thrifty and are found to show prestige since men have to strongly impress wives to maintain better relationship. ...
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