Purchasing decision making of cosmetics: a comparative study between Swiss and Chinese consumers
Dateien
Autor:in (Körperschaft)
Publikationsdatum
2020
Typ der Arbeit
Studiengang
Typ
01A - Beitrag in wissenschaftlicher Zeitschrift
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Asian Journal of Business Research
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
10
Ausgabe / Nummer
2
Seiten / Dauer
111-133
Patentnummer
Verlag / Herausgebende Institution
Asia Business Research Corporation
Verlagsort / Veranstaltungsort
Wellington
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.
Schlagwörter
Fachgebiet (DDC)
330 - Wirtschaft
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
1778-8933
2463-4522
2463-4522
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Diamond
Lizenz
Zitation
NEVES GOMES, Joana, Michael JEIVE und Leng Khim (Lynn) LIM, 2020. Purchasing decision making of cosmetics: a comparative study between Swiss and Chinese consumers. Asian Journal of Business Research. 2020. Bd. 10, Nr. 2, S. 111–133. DOI 10.14707/ajbr.200086. Verfügbar unter: https://doi.org/10.26041/fhnw-6866