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emerging roles of Chinese women in Hong Kong and their implications to marketing. More specifically, it attempts to study Hong Kong women’s buying behavior by exploring how they feel about their lives, their attitudes toward traditional norms, and how they approach different aspects of life that lead to the different consumption patterns. Hong Kong was chosen as a location for this study for the following reasons. First, Hong Kong has gone through tremendous economic growth over the past decades. It has surpassed many developed countries, e.g. England, Italy, etc. in per capita gross domestic product (GDP). The World Bank (1995) has ranked Hong Kong as eighth among the richest countries of the world in terms of purchasing power parity. Due to its high per capita income, Hong Kong is the focus of marketers in the Asian region. Second, due to its economic success, many developing countries, including mainland China, are trying to emulate Hong Kong’s economic experience. Hence, an understanding of the consumption behavior of Hong Kong’s female consumers will be of prime importance to both domestic and international marketers in designing marketing strategies and promotional campaigns.
Background and previous research
Women’s roles as portrayed by advertisements
Women’s movements
With the impact of women’s movements, various studies have been done to examine the change of women’s roles and their relationship with social and economic attitudes and behavior. Two major streams or paradigms have dominated the research direction of women’s roles in marketing.

 

References

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