Chinese Consumer
CHINESE CONSUMER
McEwen, W, Xiaoguang, F, Chuanping, Z & Burkholder, R 2006, 'Inside the mind of the Chinese consumer', Harvard Business Review, vol. 84, no. 3, pp. 68-76.
INTRODUCTION
Today China becomes one of the biggest economies all around the world. After the economy boom, there is many affluent people appear. A study conducted in China, revealed that this country consumes a quarter of world luxury consumer products. Therefore, it can be obviously said that China converts one of the largest consumer markets with growth of its population and economy. Because of this, today, many companies focus to enter this country’s markets. However, it is hard to join these markets as there are some political regulations and procedures. Beside these, of course the other problem is to need to understand china’s business environment and consumer behaviour. Chinese consumer’s behaviour is changing as other people in other countries. Inside the Mind of the Chinese Consumer, by William McEwen, Xiaoguang Fang, Chuanping Zhang and Richard Burkholder, clearly show Chinese people’s changing tastes and their wants. Furthermore, this article is valuable to comprehend the China consumer market environment, and it helps to recognise that there are certain common notions, which are misconceptions. This paper lifts summary of the article and analyses and evaluates the article’s finding.
SUMMARY
The purpose of this article is to find Chinese people real desires. McEwen et al. (2006) indicate that there are four popular assumptions that they are mistaken. First belief is workers in China “work hard and get rich” nevertheless, the research show that the percentage of this considered decreased. Moreover, today, self-satisfaction and taste of life become more important thought than before. The second one is Chinese labours are very devoted in their jobs. However, Gallup research shows that %20 of workers did not really like their job and %68 of them did not feel engaged by their
McEwen, W, Xiaoguang, F, Chuanping, Z & Burkholder, R 2006, 'Inside the mind of the Chinese consumer', Harvard Business Review, vol. 84, no. 3, pp. 68-76.
INTRODUCTION
Today China becomes one of the biggest economies all around the world. After the economy boom, there is many affluent people appear. A study conducted in China, revealed that this country consumes a quarter of world luxury consumer products. Therefore, it can be obviously said that China converts one of the largest consumer markets with growth of its population and economy. Because of this, today, many companies focus to enter this country’s markets. However, it is hard to join these markets as there are some political regulations and procedures. Beside these, of course the other problem is to need to understand china’s business environment and consumer behaviour. Chinese consumer’s behaviour is changing as other people in other countries. Inside the Mind of the Chinese Consumer, by William McEwen, Xiaoguang Fang, Chuanping Zhang and Richard Burkholder, clearly show Chinese people’s changing tastes and their wants. Furthermore, this article is valuable to comprehend the China consumer market environment, and it helps to recognise that there are certain common notions, which are misconceptions. This paper lifts summary of the article and analyses and evaluates the article’s finding.
SUMMARY
The purpose of this article is to find Chinese people real desires. McEwen et al. (2006) indicate that there are four popular assumptions that they are mistaken. First belief is workers in China “work hard and get rich” nevertheless, the research show that the percentage of this considered decreased. Moreover, today, self-satisfaction and taste of life become more important thought than before. The second one is Chinese labours are very devoted in their jobs. However, Gallup research shows that %20 of workers did not really like their job and %68 of them did not feel engaged by their