Culture Value, Consumer Perceived Value and Purchase Decision Style: Comparison of Chinese Urban Differences
DOI:
https://doi.org/10.54691/bcpbm.v21i.1261Keywords:
Culture Value, Consumer Perceived Value, Purchase Decision Style, Chinese Urban DifferencesAbstract
Nowadays, China has a huge population and a vast territory. Different factors influence consumers everywhere. This paper explores the similarities and differences in cultural values, consumer perceptions of price and consumer purchase decision styles among consumers in Beijing, Shanghai and Guangzhou in China. The study mainly found that consumers in the South (Guangzhou and Shanghai) are more interested in the quality and substance of goods, while in contrast, consumers in the North (Beijing) are more interested in the brand, origin and packaging of goods. However, the similarity between the three cities is that they all value for money. In this regard, it is important that businesses take into account the different factors that affect consumers in different regions and further develop products or services that suit them.
Downloads
References
Fan, J. X., & Xiao, J. J. (1998). Consumer decision‐making styles of young‐adult Chinese. Journal of Consumer Affairs, 32(2), 275-294.
Cui, G., & Liu, Q. (2000). Regional market segments of China: opportunities and barriers in a big emerging market. Journal of consumer marketing.
Zhou, J.X., Arnold, M.J., Pereira, A. and Yu, J. (2010), “Chinese consumer decision-making styles: a comparison between the coastal and inland regions”, Journal of Business Research, Vol. 63, pp. 45-51.
Sun, C., Su, S., & Huang, J. (2013). Cultural value, perceived value, and consumer decision‐making style in China: A comparison based on an urbanization dimension. Nankai Business Review International.
Hawkins, D.I. and Mothersbaugh, D.L. (2011), Consumer Behavior: Building Marketing Strategy, 11th ed., McGraw-Hill, New York, NY.
Overby, J.W., Woodruff, R.B. and Gardial, S.F. (2005), “The influence of culture upon consumers’ desired value perceptions: a research agenda”, Marketing Theory, Vol. 5 No. 2, pp. 139-163.
Park, H.J. and Rabolt, N.J. (2009), “Cultural value, perceived value, and global brand image: a cross-national study”, Psychology and Marketing, Vol. 26 No. 8, pp. 714-735.
Sa´nchez-Ferna´ndez, R. and Iniesta-Bonillo, M. A´. (2007), “The concept of perceived value: a systematic review of the research”, Marketing Theory, Vol. 7 No. 4, pp. 427-451.
Lysonski, S., Durvasula, S. and Zotos, Y. (1996), “Consumer decision-making styles: a multi-country investigation”, European Journal of Marketing, Vol. 30 No. 12, pp. 10-21.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), “Why we buy what we buy: a theory of consumption values”, Journal of Business Research, Vol. 22, pp. 159-170.
Sweeney, J.C. and Soutar, G.N. (2001), “Consumer perceived value: the development of a multiple item scale”, Journal of Retailing, Vol. 77, pp. 203-220.
Schwartz, S.H. and Bardi, A. (2001), “Value hierarchies across cultures: taking a similarities perspective”, Journal of Cross-Cultural Psychology, Vol. 32 No. 3, pp. 268-290.
Schwartz, S.H. and Bilsky, W. (1990), “Toward a theory of the universal content and structure of values: extensions and cross-cultural replications”, Journal of Personality and Social Psychology, Vol. 58, pp. 878-891.
Kluckhohn, C. (1951), “The study of culture”, in Lerner, D. and Lasswell, H.D. (Eds), The Policy Sciences, Stanford University Press, Stanford, CA, pp. 86-101.
Hofstede, G. (1980), Culture’s Consequences: International Differences in Work-Related Values, Sage, Beverly Hills, CA.
House, R.J., Hanges, P.J., Javidan, M., Dorfman, P.W. and Gupta, V. (Eds) (2004), Culture, Leadership and Organization: The GLOBE Study of 62 Societies, Sage, Thousand Oaks, CA.
Tung, R.L. (2008), “The cross-cultural research imperative: the need to balance cross-national and intra-national diversity”, Journal of International Business Studies, Vol. 39, pp. 41-46.
Henry, W.A. (1976), “Cultural values do correlate with consumer behavior”, Journal of Marketing Research, Vol. 13 No. 2, pp. 121-127.
Huang, C. and Tai, A. (2003), “Different cultural values reflected in customer value perceptions of products: a comparative study of Chinese and American”, Journal of International Marketing & Marketing Research, Vol. 28, pp. 37-56.
Ralston, D.A., Yu, K.C., Wang, X., Terpstra, R.H. and He, W. (1996), “The cosmopolitan Chinese manager: findings of a study on managerial values across the six regions of China”, Journal of International Management, Vol. 2 No. 1, pp. 79-109.
Sproles, G.B. and Kendall, E.L. (1986), “A methodology for profiling consumers’ decision-making styles”, Journal of Consumer Affairs, Vol. 20 No. 2, pp. 267-278.
Xue, H. (2007), “Research on consumer decision-making style inventory: review and prospect”, Consumer Economics, Vol. 23 No. 5, pp. 92-96.
Durvasula, S., Lysonski, S. and Andrews, J.C. (1993), “Cross-cultural generalizability of a scale for profiling consumers’ decision-making styles”, Journal of Consumer Affairs, Vol. 27 No. 1, pp. 55-65.
Hafstrom, J.L., Chae, J.S. and Chung, Y.S. (1992), “Consumer decision-making styles: comparison between United States and Korean young consumers”, Journal of Consumer Affairs, Vol. 26 No. 1, pp. 146-158.
Slack, N., Singh, G., & Sharma, S. (2020). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management.
Stern, M. J., & Seifert, S. C. (2016). Understanding the value of arts & culture: the AHRC cultural value project (2016) by Geoffrey Crossick and Patrycja Kaszynska. Cultural Trends, 25(4), 277-279.
Caust, J. (2003). Putting the “art” back into arts policy making: how arts policy has been “captured” by the economists and the marketers. The international journal of cultural policy, 9(1), 51-63.
Hutter, M., & Throsby, D. (Eds.). (2008). Beyond price: Value in culture, economics, and the arts. Cambridge University Press.
Bakhshi, H., & Cunningham, S. (2016). Cultural policy in the time of the creative industries.
Bille, T., Grønholm, A., & Møgelgaard, J. (2016). Why are cultural policy decisions communicated in cool cash? International Journal of Cultural Policy, 22(2), 238-255.
Alavi, S. A., Rezaei, S., Valaei, N., & Wan Ismail, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272-303.
Goodrick, D. (2020). Comparative case studies. SAGE Publications Limited.
Bukhari, S. A. H. (2011). What is comparative study. Available at SSRN 1962328.
Yi Famin, & Fan Gaofeng. (2010). An empirical study on the impact of Consumers' purchasing intention on online shopping behavior -- a case study of College students in Guangzhou. Journal of Hainan University: Humanities and Social Sciences, 28(5), 8.
Li Hongchang, Cui Jinli, & Pei Xinghua. (2021). Investigation and analysis on the impact of perceived value on bike-sharing travel choice in Beijing.
Zhang Yidi. A study on Consumer satisfaction of Ride-hailing in Beijing based on perceived Value.
Pan Yu, Gao Li, & Wang Fanghua. (2010). The Impact of Customer perceived value on Chinese Consumers' purchasing behavior: A Case study of Shanghai mobile phone market. Sales and Marketing (1), 1.
Xu Yanhong. (2016). An empirical study on influencing factors of Guangzhou Subway Consumers' purchasing decisions. China Business Theory (14), 3.
Wang Zhigang, & Yu Bintong. (2019). How do product quality attributes affect nut food purchasing decisions? -- Take pistachio consumption in Beijing as an example. Agricultural Economics and Management (3), 10.
Su Song, Sun Chuan, & Chen Rong. (2013). Cultural values, Consumer perceived value and purchase decision style: A Comparative study based on urbanization differences in China. Nankai Management Review (01), 102-109.
Downloads
Published
Issue
Section
How to Cite
