The Trend of Female Vehicle Market in China
Abstract
Chinese government has developed the economy since 1979. There are over 1.5 billion population in china, thus there is huge vehicle market in china. Though 26 years development of vehicle market which is going to saturation. The vehicle producers have to find new vehicle market space in china. With an increasing demand in the vehicle market in China, and the trend for Chinese females to become more independent, it is crucial to find out whether there is a trend in the female market in China and how to attract female consumers to the car market in China. To achieve the successful penetration into the female car market in China, there has to be an identification of Chinese female consumers’ needs, and the issues that influence them. However, it is a new market in China and companies did not have any clear strategies because they might risk losing male consumers. Therefore, this research decided to do an in depth study of the trend in the female vehicle market in China.
The main purpose of this research is to identify the factors which influence female consumers when purchasing a car in China, including, for example, price, economics, culture, style, performance and so on.
The above factors have been defined by previous research and literature, which were mainly focussed on the gender market in different countries, but just the total vehicle market in China. There is limited data in the Chinese female car market. A questionnaire method is used in order to collect the primary data. The behaviour of female consumers when purchasing a car is then analysed and discussed.
The findings of this study clearly indicate that there are trends in the female car market in China, and in the behaviour of female consumers when purchasing and choosing a car. And further research would be directed towards the strategy of attracting female consumers in China.
Chapter 1 Introduction
1.1 Research Background
There is a big
Chinese government has developed the economy since 1979. There are over 1.5 billion population in china, thus there is huge vehicle market in china. Though 26 years development of vehicle market which is going to saturation. The vehicle producers have to find new vehicle market space in china. With an increasing demand in the vehicle market in China, and the trend for Chinese females to become more independent, it is crucial to find out whether there is a trend in the female market in China and how to attract female consumers to the car market in China. To achieve the successful penetration into the female car market in China, there has to be an identification of Chinese female consumers’ needs, and the issues that influence them. However, it is a new market in China and companies did not have any clear strategies because they might risk losing male consumers. Therefore, this research decided to do an in depth study of the trend in the female vehicle market in China.
The main purpose of this research is to identify the factors which influence female consumers when purchasing a car in China, including, for example, price, economics, culture, style, performance and so on.
The above factors have been defined by previous research and literature, which were mainly focussed on the gender market in different countries, but just the total vehicle market in China. There is limited data in the Chinese female car market. A questionnaire method is used in order to collect the primary data. The behaviour of female consumers when purchasing a car is then analysed and discussed.
The findings of this study clearly indicate that there are trends in the female car market in China, and in the behaviour of female consumers when purchasing and choosing a car. And further research would be directed towards the strategy of attracting female consumers in China.
Chapter 1 Introduction
1.1 Research Background
There is a big