The Effect of Shopping Experience on Cross Cultural Receptiveness in China

From consumer’s perspective, the motivation of their purchasing high-end products is complicated. According to the report of Mintel (Academic.mintel.com, 2013), which showed that the reason why a large number of customs have purchased luxury merchandise in UK. There were 44 percent of female interviewees and 48 percent of male interviewees bought high-end goods due to the good quality. In addition, 31 percent of men and 18 percent of women consider the sophisticated technique

We are all University Students that currently live in Halifax Nova Scotia, but have all grown up in various places. Two of our members are from Ontario and the remaining members from various parts of China. Given this geographical separation, our group has some obvious diversity in our individual consumer profiles. This is partly due to our different cultures and values. Our families also greatly influence our contrasting consumer profile - with our differing ethnical backgrounds, different social classes and varying religions. Conversely, we all fit into the age bracket of 18-25 so share some similar purchasing behaviour as millennial consumers (Kardes et la., 2011, pg 38). We have all been apart of many of the same world changes, such as 911 and global warming. This greatly sways our prespective on which products we can identify with and our preferences. Likewise, we all are at the same life stage (Kardes et la., 2011, pg 8). We are all young adults, finishing up university and starting our independent lives with limited disposible incomes. We tend to make most of our purchases online, allowing us to find the best deals in the least amount of time. Most of us find that food is our number one expense and value the bonds people make while sharing a meal. Many of us find it difficult balancing our busy lifestyles and school, but work to covercome these challenges. All of these inflencers guide our purchasing habits.

Walmart caters to the cultural differences of their consumers in each individual country by adapting and adjusting their stores to fit the needs of its consumers. For instance, at Walmart China the meats are laid out on display unwrapped to allow customers to have the opportunity to sort through the various meats and hand pick the piece or pieces they desire. To have a successful global business, many studies must be done in order to grasp a deep understanding of the cultural norms and preferences of different countries. Chinese consumers are more impulse driven when compared to Americans. They view shopping as a way to get out of the house, rather than as a necessity, and therefore are likely to purchase items that are on sale or promotion

This behavior brings competitive advantages to the European luxury brands. Moreover, customers in different countries have different purchase behaviors. For instance, some countries’ customers are willing to move away from common recognized brand, because they want to purchase more exclusive products. Furthermore, because of the increasing speed of globalization, people are more likely willing to travel between different countries. These travelers will buy luxury good during their trips. In fact, Chinese tourists contributed over one third of sales in Europe. The luxury goods industry should notice to adjust the actual demand between local people and tourists in Europe

The behavior was observed from a large sample of people. This included twenty people shopping alone and twenty people shopping in a group, for a total of forty subjects, each ranging in ages from approximately 19 to 40 years old. The subjects were observed from the time they entered the store until the time they left. The reasoning behind this was to see the buying behavior differences for the whole experience and figure out which areas of the store could be improved in order to appeal to groups of people shopping. The behaviors observed included the amount of time spent inside the store, the amount of money spent, the interactions with associates, and the areas of the stores that were navigated.

In Britain we have a very strong restaurant and hospitality business. We also have a significant chunk of the population that eat out regularly. This coupled with the increased wave of new immigrants has brought about a transformation in food habits. Though people migrate to different parts of the world, at times quite far away from their homeland, their culinary habits take generations to change and in that time there still is a strong demand for goods from their homeland, especially food items, this can be cited from the number of Eastern European shops that have mushroomed all over UK in the last 4 years and from Indian and Pakistani settlements in the UK during the 70s. This is a clear example of cultural attributes acquired as a result of being a part of a group influence and how it influences an industry.

“Consumers are looking for more than just a place to purchase goods; they are looking for a shopping experience (Terblanche & et al, 2013:36).” The shopping experience itself has become a productive opportunity for market differentiation (Weitzel & Zniva, 2010:122). The aim is to generate a distinctive image which is deeply rooted in the mind of the consumer and has the ability to distinguish the retail offering from the competitors (Weitzel & Zniva, 2010:122). Among the advantages offered by a perceived shopping experience, is “the store’s capability to elude direct price comparisons, especially in the context of routinely purchased products” such as groceries at the supermarkets (Weitzel & Zniva, 2010:122). With this, one should also be mindful that consumers are not always looking for economically efficient

Shopper behavior is outlined as “behavior that shopper show in sorting out buying, victimization evaluating and doing away with product and services that they expect can satisfy their desires and wants”. The study of shopper behavior is that the however the people create call

Brand awareness plays an important role in influencing purchase decisions of Indian customers as they are sensitive to brand image, as oppose to British customers because the market for luxury products in Britain is already saturated. Findings also suggests that ‘Country of Origin effect’ matters to customers in both the countries because products from developed nation tend to receive better product evaluation and products 'Made in a developing nation' would turn off consumers because of lack of familiarity or inferior image (Chinen, Sun & Ito, 2014).

Second-hand trades have been growing rapidly in the past __ years. The second-hand industry grew at about 7% a year in 2014 and 2015, according to the National Association of Resale Professionals (Narts). Second-hand luxury goods, in particularly, has become a unique segment standing out among the rest of second-hand products. While companies like The Real Real and What Goes Around Comes Around (WGACA) have been successfully enticed U.S. customers to sell and buy second-hand luxury, they might have left another huge group of potential customers behind – international college students from China, who carry a stack of cash to the US each year and share a strong enthusiasm towards luxury brands at a young age like most middle-class Chinese. This study intends to focus on Chinese students studying in the US, their culturally specific motivations and concerns for shopping second-hand luxury so as to provide insights for local second-hand stores to better attract them as potential customers.

A good labeled with luxury brand, of which is also known as superior brand, opposites to those goods labeled for everyday purpose. And in the meanwhile, it is always associated with fashion factor, as a common sense, when people talk about luxury goods. Apparently, luxury brand is treated as a social indicator in some extends since it becomes one of the most important symbols for social status and life style in worldwide nowadays. In the meanwhile, online shopping continues to a robust growth, with a result of online retail sales contributing to 4.9% of total sales in the first quarter of year 2012, under the phenomena of economic crisis(Bureau, 2012). However, if luxury brand performs a good show for online shopping adoption, especially in China. It is known to us that after year 1978 for the Chinese economic reform, China has occurred an explosive economic increase, having a total number population of 13 million people. With a better life standard, Chinese people are hard to get contented by daily necessities. Instead, they want to show off their social status to some extent with spare money. Therefore, luxury branding goods are one of their choice. Also, it is meaningful to get insights from Chinese local people to better understand their online behaviors towards luxury branding goods, as China is a growing market for international business(Brennan and Wilson, 2012).

The research will be explanatory naturally and will take on a deductive approach. The researcher will have to collect data about an observable reality, and then search for a causal relationship between culture and consumers? purchase intention on luxury goods.

As a marketer, we all know that a product is more than a physical item: It is a bundle of satisfactions (or utilities) that the buyer receives. These utilities include its form, taste, colour, odour, and texture; how it functions in use; the package; the label; the warranty; and any other symbolic utility received from the possession or use of the goods. In short, the market relates to more than a product’s physical form and primary function. The values and customs within a culture confer much of the importance of these other benefits. In other words, a product is the sum of the physical and psychological satisfactions it provides the user.

It has always been concerned by marketer that what are the factors that impact on shopping behaviors. The purpose of this desk research is to investigate what are the factors affect shopping time and analysis how they influence. This research focused on three main factors, gender, age and income, that has obvious influence on how much time the customers spend in shopping mall.

Customers buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors exert the broadest and deepest influence on what a customer is buying.