Hong Kong Consumers Response to Traditional Chinese Medicine - Dissertation Example

The research was conducted using a quantitative survey method of data collection and employed mathematical and statistical methods of data analysis. The research findings indicate that there has been a positive attitude change towards the CHM, and the reasons ranged from a desire to have a long ad healthy life, increase in income, increase in awareness and prefractionation of infectious diseases in the recent past. Further, it was found that the young adults in the age group of 20-30 did prefer ads that used message framing using a ‘loss’ theme, while older adults (30-40) liked ads that showed a ‘benefit’ theme. The research found that ad likeability was strongly correlated positive emotional response, but the correlation between likeability and cognitive perception of efficacy the of the advertised product, and ad likeability and purchase behaviour correlated. The research concluded that there is a need for the advertisers to focus on making the content message more reflective of the factors that the customers judge the herbal medicines on, namely, safety of the medicine, overall value, potency and consistency. 

This chapter contains an introduction to the research topic and presents the justification of the research. It also contains the aims and objectives and presents a brief overview of the research methodology employed. It also contains a summary of the chapters included in the dissertation.

• Research Significance 

The research pertains to the realm of consumer behaviour and the behaviour making decision-making may be impacted upon by advertising. The basic theory of consumer behaviour is the black box theory that talks about how the environmental factors (related to the product and promotion; and to the economic and social conditions) interact with the buyers’ characteristics like attitudes and motivations and impact on the decision-making process (Wells, 1997). The decision-making process is dependent on the buyers ability to gather and process information and this in turn is dependent on a complex variety of factors ranging from buyers characteristics and external stimuli.