The Automotive Industry in China: Perspectives on Consumer Behaviour of Domestic and Foreign Produced Automobiles (2017)

Automotive Industry in China Dissertation – China is the biggest consumer and producer of automobiles in the world today. In spite of this there has not been enough research in the field of Chinese consumer behavior. This particular study investigates the significance of country image and country of origin in Chinese consumer purchase intentions and evaluations of automobiles. The respondents were located in different cities of China who were surveyed. Conjoint analysis had been used for deriving the significance of country of origin compared to other attributes in making preference judgments whereas multiple regressions were used for deriving the significance of country image in the purchase intentions.

It was seen that country of origin is as significant as brand name and more significant than safety, reliability and price in making product evaluations. It was also seen that workmanship, reliability and superior prestige were the most significant reasons for the purchase preferences of the Chinese respondents for the foreign automobiles compared to the Chinese brands. The results for the domestic and foreign manufacturers along with their implications have been discussed. The main aim of this research is to examine current situation of Chinese auto industry and the factors which have contributed on the success of immense growth rate of Chinese auto industry confronting severe competition from foreign automobile companies.

Dissertation objectives

• To study the current Chinese auto industry and the growing competition in the industry
• To evaluate the concept of consumer behaviour and the factors impacting the consumer buying behaviour with respect to auto industry
• To review factors motivating the investment in Chinese auto industry
• To study the factors which may hamper the growth of Chinese auto industry as a result of growing foreign giant companies

• 16,000 words – 68 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1- Introduction
Background
Research Question
Research Aim
Research Objectives
Research Rationale

2 – Literature Review
Consumer Behavior
Constitution of Consumer Behavior
Consumer Decision Making
Influencing Factors of Consumer Behavior
Motivation
Perception
Learning and Memory
Attitude
Self-concept and Life styles
Environmental Factors
Chinese’ Attitudes to Domestic and Foreign Goods
Overview of Key FDI Theories
FDI Motives and Determinants
Geographic and Cultural Closeness

3 – Research Methods
Purpose of Research
Research Methodology Adopted
Research Paradigm
Research Approach
Research Strategy
Primary Data
Design Data Collection
Validity and Reliability

4 – Findings and Analysis
Survey Findings
Findings on Factors affecting Consumer Behavior in China
Analysis of Findings from Secondary Research
Chinese Automobile Industry – Porter’s Five Forces
Bargaining Power of the Buyers
Bargaining Power of Suppliers
Drivers of Supplier Power
Threat of New Entrants
Threat of Substitutes
Discussion
Key Findings

5 – Conclusion

References

Appendix
Questionnaire