hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Chinese Buying Process and the Influence of Different Marketing Promotional Tools: Marketing Promotional Tools in an Evolving Context
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
Abstract [en]

A company might offer the best product with best price on the market, but the marketing 

plan would not be reached unless you have a great marketing communication strategy 

with your target consumers and other important audience. Promotion as the key of marketing 

mix plays a core role in consumers’ decision as well as the success of the market. In order to 

use marketing promotional tools strategically, companies should learn about the consumers 

purchase behavior as well as the process of consumers to have a purchase decision. The 

purpose of this thesis is to give some implication from the perspective of how to mix the 

marketing promotional tools in an appropriate way for those who want to entry Chinese 

clothing market. This study is built on a modified model by Charles's (2012) "The goals 

of promotional mix in AIDA".

We use the method of case study to conduct this investigation, and the data of two companies 

which in clothing industry (Company M and Company Y) are collected through the semi-structured 

interview. The data of consumer behavior is collected by the questionnaire sent to our friends to fill. 

Some findings are obtained: Chinese company use different promotional tools mix to meet Chinese 

consumers' buying behavior over time. The influence of promotional tools on Chinese buying process 

may have some difference to western people.

Place, publisher, year, edition, pages
2012. , p. 72
Keywords [en]
promotional tools; Chinese buying behavior; Chinese market; clothing industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-19950OAI: oai:DiVA.org:hh-19950DiVA, id: diva2:565319
Subject / course
Business Management
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-11-08 Created: 2012-11-07 Last updated: 2012-11-08Bibliographically approved

Open Access in DiVA

No full text in DiVA

Search in DiVA

By author/editor
XU, XIAOCHENJIN, YOUQI
By organisation
School of Business and Engineering (SET)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 58 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf