Impact Of Cultural Factors On Consumer Behavior Between British And Chinese Students
1. AIMS AND OBJECTIVES:
1.1. Aim:
The topic of my research project is the impact of cultural factors on the consumer behaviour: a comparison of British and Chinese students at Nottingham Trent University (NTU).
1.2. Objectives:
Objectives the research proposal are a follows:
- To evaluate the concept of consumer behaviour.
- To determine what cultural aspects that influence consumer behaviour.
- To compare to cultural factors affect on consumer behaviour between British and Chinese students.
1.3. Rationale:
The study of consumer behaviour is very important to each business since it allows them to understand and predict buying behaviour of consumers in the marketplace. Therefore, when they judge the behavior of consumers, they will orient their
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Consumer behavior is required for marketers to study consumer behavior so that they can come up with effective marketing strategies. If marketers have important knowledge about consumer preferences, they can anticipate potential customers' response to their product or service. Consequently, by studying consumer behavior before and during their purchase, they help create a comprehensive marketing strategy. Consumer behavior research is equally important for non-profit organizations such as charities, hospitals, government agencies and so on. For example, the government needs to study consumers' behavior to provide them with the goods and services they need to understand potential future issues such as disease, environmental pollution and so on. In addition, understanding the behavior of consumers is essential before implementing remarketing programs. For instance, the motives, attitudes or behavior of consumers when the product is low quality or harmful. Moreover, consumer behavior research not only benefits marketers but also benefits the business. Since it helps them create a strong point in understanding the customer, resulting in satisfying consumer demand for product / service satisfaction. It raises the trust and loyalty of the customer to the business, the number of potential customers will also be increased accordingly. It can be said that consumer behavior research is one of the main strategies of each. enterprise. Therefore, marketers try to understand consumers' psychology of their purchasing decisions and identify the factors that influence consumer
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