In China
there is no such thing as a Chinese Consumer Market. There are different consumer
segments with different product preferences and purchasing behaviors. For
example, Chinese Consumers under thirty spend their expendable income on
clothing, electronics, tourism, and leisure. The women are interested in top
fashion brands, while the men spend a lot of money and time on electrical gaming.
Just the other day I found a video game
shop in Shanghai that sold Japanese games. Everyone in the store was 30 or
younger and they helped me pick out a couple of games.
Brand
loyalty is becoming more popular in China over the past years. Purchasing decisions
were based on utility and price, but now consumers are being more loyal to
brands they like, especially foreign brands. I’ve witnessed this a couple times
in grocery stores and actually participated in brand loyalty myself. When faced
with getting Chinese brand Ice cream or spending a few extra Yuan on Haagen-Dazs,
an ice cream brand I know and enjoy, I decided to choose Haagen-Dazs. Although I
spent more for ice cream than I should of I decided to stay loyal to a brand of
ice cream that I enjoy.
Also, family utility is a huge
aspect in China. Family’s make their purchasing decisions based on what is best
for the family. If they can get 10 apples for the same price of 8 apples, they
will most likely get the 10 apples to feed the family and give the other two as
a gift.
On the top right you see a Haagen-Dazs ice cream product that I choose over a small China ice cream store. When I sat down in a Haagen-Dazs store they hand you a menu with all different types of ice cream. I went with the Mango smoothie and payed way to much for it. Never again will I be sucked into the idea of spending money on luxury ice cream. I'm going to stick with McDonalds ice cream cones. On the bottom left are Herbert's Lemonade a brand that I enjoy once and a while. I decided to pick up a Herbert's product instead of a Chinese drink. Why you might ask, because I saw this and it reminded me of my good friend Hayley and I trust this brand. #BrandLoyalty
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