Purchasing decision making of cosmetics: a comparative study between Swiss and Chinese consumers
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Author (Corporation)
Publication date
2020
Typ of student thesis
Course of study
Type
01A - Journal article
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Parent work
Asian Journal of Business Research
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DOI of the original publication
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Volume
10
Issue / Number
2
Pages / Duration
111-133
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Publisher / Publishing institution
Asia Business Research Corporation
Place of publication / Event location
Wellington
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Abstract
Despite the rapid growth of the Chinese market since the initial opening up in 1978, a significant number of international consumer goods companies have struggled to find a firm and consistently profitable foothold in the market. This is often attributed to national cultural differences. Using projective technique for data collection, the research analysed female cosmetic consumers in China and in Switzerland, a market that Western manufacturers are familiar with. Due to significant regional differences within both countries, the study analysed consumers from Shanghai and Harbin, and the French and German-speaking areas of Switzerland. The study found out that there are large differences between the behaviour of consumers in Switzerland and China, but also within each country, particularly China. However, there are some similarities between the behaviour of consumers from Switzerland and Harbin. The findings provide a good insight for marketers wanting to enter or change their strategy in China or Switzerland, but particularly for Western manufacturers who are already present and familiar with the Swiss market and want to succeed in the Chinese market.
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ISBN
ISSN
1778-8933
2463-4522
2463-4522
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Diamond
License
Citation
Neves Gomes, J., Jeive, M., & Lim, L. K. (. (2020). Purchasing decision making of cosmetics: a comparative study between Swiss and Chinese consumers. Asian Journal of Business Research, 10(2), 111–133. https://doi.org/10.14707/ajbr.200086