Do cultural differences really matter in consumer behaviour? Chinese evidence

Charles Chin Chiu Tam, Greg Elliott

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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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 languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Pages3534-3542
Number of pages9
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

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