Abstract
This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede’s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede’s cultural dimensions do not differ significantly in their product evaluation processes.
Original language | English |
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Title of host publication | ANZMAC 2007 |
Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
Place of Publication | Dunedin, N.Z. |
Publisher | University of Otago |
Pages | 3534-3542 |
Number of pages | 9 |
ISBN (Print) | 9781877156299 |
Publication status | Published - 2007 |
Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2007) |
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City | Dunedin, New Zealand |
Period | 3/12/07 → 5/12/07 |