  Segment
The Chinese Consumers Who Are Willing To Pay More For
Greenfood
(2008) Since 1992’s economic reform, China’s retail sales has kept rising 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 a understanding of Chinese consumers, find out the reasons why they prefer wet markets rather than western supermarkets. Literature review provides the concept of consumer behavior 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 favor 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 One: Introduction Chapter Two: literature Review Demographic characteristics: age, gender, income and education Psychographic characteristics: knowledge/ecoliteracy Psychographic characteristics: values Psychographic characteristics: attitudes Behavioural variables Factors that affect the willingness to pay for environmental protection and food quality and safety Segmentation by environment attitudes Possible demographic differences Green consumption behaviour Chinese culture value Chapter Three: Research Methodologies and Methods Quantitative research versus Qualitative research Questionnaire Sampling & sample size Questionnaire design Translation questions Chapter Four: - Findings Sample profile Sample knowledge/ecoliteracy Sample attitudes/preference Sample values Sample behaviours Sample price sensitivity Chapter Five: - Discussion Comparison of the two demographic profiles Comparison of the two psychological profiles The impact of behaviors Chapter Six: - Conclusion Reference Appendix How To Order 1. Select reference number busman0048 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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