Chinese Consumer Decision Analysis in the new era

Xiaoqiu Yue

Bachelor's thesis

Abstract:

After political, cultural and economic changes, China has entered a new era with a huge economic volume and is closely related to foreign capital. The highly active Chinese market is extremely competitive, and the correct analysis of consumer decisions can provide ideas for business operations and decision-making, and help business succeed in market competition. Therefore, this thesis analyzes several representative consumer decision-making models theoretically, summarizes the similarities and explains them, and concludes that product performance, market positioning and promotion are the main factors affecting consumer decision-making. After analyzing the three factors combined with the research theme, it is found that product positioning mainly affects the consumer decision-making of a certain type of product, rather than a certain consumer group, and has no significant impact on the study of a specific consumer group in a specific historical period in this thesis. At the same time, the impact of product performance with fewer variables on consumer decision-making is also limited. However, it is not difficult to find in a detailed analysis that promotion plays a decisive role in the decision-making of Chinese consumers in the new era. Finally, in order to find a promotion method suitable for the Chinese market in the new era, this thesis explores several representative market segments, and obtains the most effective promotion method for Chinese consumers in the new era, forming five inferences. Subsequently, a questionnaire survey was carried out to verify the above inferences and draw the final conclusion.

Keywords

Consumer Decision, China, New Era, Chinese Consumer, Economics, Chinese Market, Consuming Behavior, Marketing Management, Promotion, Consumer Behavior

Language used: English

Date on which the thesis was submitted / produced: 5. 3. 2023

Thesis defence

• Date of defence: 6. 2. 2024
• Supervisor: doc. Mgr. Ing. Petr Wawrosz, Ph.D.
• Reader: Jana Kalabisová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management