The Study of Motivation of Young Chinese Consumers toward Foreign Products
The purpose of this dissertation is to find out the motivation and demands of China’s young consumers toward foreign brands and why people, especially young Chinese live in urban areas show a positive consumption to foreign products. Country of origin effect, as stated in many journals, plays an imp...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2009
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| Online Access: | https://eprints.nottingham.ac.uk/22831/ |
| _version_ | 1848792458590158848 |
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| author | Long, Yin |
| author_facet | Long, Yin |
| author_sort | Long, Yin |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The purpose of this dissertation is to find out the motivation and demands of China’s young consumers toward foreign brands and why people, especially young Chinese live in urban areas show a positive consumption to foreign products. Country of origin effect, as stated in many journals, plays an important role in consumer behaviour, which influences consumer perception of brands and purchase decisions. A structured questionnaire is designed for data collection. Factor analysis and t-test from SPSS software are used to analyse the data.
A factor analysis model and some t-tests revealed four dimensions of foreign product preference: brand appeals, quality perceptions, price concerns and fashion consciousness. The results shown that brand consciousness, quality consciousness and fashion consciousness play the most significant role among the four dimensions, with regard to Chinese young consumers’ special characteristics. Discussion about domestic products was also addressed to the study to make certain comparison. Research limitation of this study is that the participant sample limits generalisability of the findings to a wider population. |
| first_indexed | 2025-11-14T18:44:44Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-22831 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:44:44Z |
| publishDate | 2009 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-228312018-03-20T11:15:18Z https://eprints.nottingham.ac.uk/22831/ The Study of Motivation of Young Chinese Consumers toward Foreign Products Long, Yin The purpose of this dissertation is to find out the motivation and demands of China’s young consumers toward foreign brands and why people, especially young Chinese live in urban areas show a positive consumption to foreign products. Country of origin effect, as stated in many journals, plays an important role in consumer behaviour, which influences consumer perception of brands and purchase decisions. A structured questionnaire is designed for data collection. Factor analysis and t-test from SPSS software are used to analyse the data. A factor analysis model and some t-tests revealed four dimensions of foreign product preference: brand appeals, quality perceptions, price concerns and fashion consciousness. The results shown that brand consciousness, quality consciousness and fashion consciousness play the most significant role among the four dimensions, with regard to Chinese young consumers’ special characteristics. Discussion about domestic products was also addressed to the study to make certain comparison. Research limitation of this study is that the participant sample limits generalisability of the findings to a wider population. 2009 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/22831/1/dissertation-longyin.pdf Long, Yin (2009) The Study of Motivation of Young Chinese Consumers toward Foreign Products. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Long, Yin The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title | The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title_full | The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title_fullStr | The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title_full_unstemmed | The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title_short | The Study of Motivation of Young Chinese Consumers toward Foreign Products |
| title_sort | study of motivation of young chinese consumers toward foreign products |
| url | https://eprints.nottingham.ac.uk/22831/ |