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论文作者:英语论文网论文属性:硕士毕业论文 thesis登出时间:2011-09-09编辑:anterran点击率:8454
论文字数:8392论文编号:org201109091027463168语种:英语 English地区:香港价格:$ 66
关键词:下载香港论文的网站香港论文代写香港大学论文中国妇女的十字路口中国社会一个实证研究的作用方向消费价值观Chinese womencrossroadsan empirical studyrole orientationsconsumption valuesChinese society
摘要:核心提示:下载香港论文的网站:香港论文代写-香港大学论文-中国妇女的十字路口:中国社会的一个实证研究的作用方向和消费价值观-Leo Y.M. Sin, The Chinese University of Hong Kong, Shatin, Hong Kong, PRC orientations and consumption values in Chinese society
Chinese women at the crossroads: an empirical study on their role orientations and consumption values in Chinese society
Leo Y.M. Sin, The Chinese University of Hong Kong, Shatin, Hong Kong, PRC
Stella L.M. So, The Chinese University of Hong Kong, Shatin, Hong Kong, PRC
Oliver H.M. Yau, City University of Hong Kong, Kowloon, Hong Kong, PRC
Kenneth Kwong, City University of Hong Kong, Kowloon, Hong Kong, PRC
Acknowledgements
The authors would like to acknowledge the financial support for this project provided by the Chinese University of Hong Kong and the university research grant of Hong Kong.
Abstract
Women’s current high levels of education and participation in the labor force have focused attention on their changing lifestyles and consumption patterns, which create a challenge to marketers who are desperate to explore this new market opportunity. This study investigates the significance of the emerging roles of Chinese women in Hong Kong to marketers and also helps to identify some common roles held by Hong Kong females, who are influenced by Chinese and western cultures. Through personal interviews, data were collected in the form of a structured questionnaire from a sample which consisted of 1,000 Chinese females randomly selected in Hong Kong – one of the most important cities in Southern China. This study successfully segmented Hong Kong’s females into three different groups based on six female role orientation dimensions: individualists, traditionalists, and pro-docietalists. These three groups were found to be statistically significant in demographic characteristics, such as age, educational level, martial status, and number of children, as well as in consumption values associated with purchase decisions. Implications were drawn for Marketing practitioners and directions for future research were provided.
Article Type:
Research paper
Keyword(s):
Women; Roles; China; Consumer marketing.
Journal:
Journal of Consumer Marketing
Volume:
18
Number:
4
Year:
2001
pp:
348-367
Copyright ©
MCB UP Ltd
ISSN:
0736-3761
Introduction
Marketers and consumer researchers
Historically, marketers and consumer researchers viewed women in the role of wife, mother, homemaker, and hostess (Davis, 1970; Douglas, 1976; Ferber, 1974; Kopenen, 1960; Wells, 1974; Wells and Tigert, 1971; Wilson, 1966), and were interested in their lifestyle and purchasing pattern on household related products and services. In Asia, female consumers do not just consume the traditional feminine products, but are also a potential market for a wide variety of products (e.g. credit cards, alcoholic drinks, and cigarettes). Women’s influence on the consumer market is increasingly being felt. The root cause is of course their changing economic and social role, in particular that of Asian women. This has evolved extremely rapidly since the 1980s. They have acquired higher profiles and demanded more sophisticated products and services in the transformation process. Marketing managers are aware of the huge size and potentiality of the female market, and therefore have found it necessary to re-evaluate their marketing strategies in order to position their products and services to serve this market more efficiently. Companies that market correctly to the female segment can be served a slice of an increasingly lucrative sector of the market.
This study aims to investigate and examine the本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。