  Supermarkets
Versus Wet Market: An Investigation Into Chinese Consumerism
(2008) Since the 1990s economic reform, China’s retail sales has kept increasing exponentially and a large number of western supermarkets have been built up in this country. However, after more than ten years‟ expanding and developing, western supermarkets fail to win the major share in China’s retailing market. A substantial proportion of total revenues are still accounted by traditional wet markets. This fact may be unbelievable to most people. This paper attempts to provide an understanding of Chinese consumers, find out the reasons why they prefer wet markets rather than western supermarkets. Literature review provides the concept of consumer behaviour as well as the models on consumers’ decision making. The primary research focuses on the population in south-eastern China and attempts to find out how the internal and external factors would influence their decisions. The findings suggest two main reasons why Chinese consumers favour wet markets over supermarket: western supermarkets can not fit Chinese consumers’ needs well because of cultural differences; customers are difficult to access to these large supermarkets duo to the limitations of distribution. The limitations of research caused by the sample and research area should be in consideration for further study.
Chapter 1 Introduction Why to choose this topic Wet market versus supermarket Chapter outline Chapter 2 Literature Review Definition Reason for studying consumer behaviour Models of consumer behaviour The factors that influence consumer behaviour Previous research Conclusion Chapter 3 Methodology Introduction Secondary research Philosophy of science Primary research Limitations of research Further research Ethical consideration Chapter 4 Findings Introduction Sampling Internal factors External factors Some comparisons Chapter 5 Discussion Introduction Similarities and differences with previous research The internal influences The external influences Identify the most significant influences Conclusion Chapter 6 Conclusion Conclusion Final points Further study References Bibliography Appendix How To Order 1. Select reference number busman0047 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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