An adaptation of B&Q's marketing strategies in the Chinese home improvement market?

Wang, Yiyan (2007) An adaptation of B&Q's marketing strategies in the Chinese home improvement market? MA dissertation, University of Portsmouth.

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    With the popularity of 'home improvement' in China recently, B&Q, the largest DIY retailer in Europe, entered the Chinese market on June 18, 1999 and so far it has established 20 stores in Mainland China, 4 of which are in Shanghai. Although B&Q does very well in Europe, Chinese DIY market is quite different from western markets in many aspects mainly owing to the characteristics of Chinese consumers' behaviour. It is probably essential for B&Q to modify its market strategies to adapt Chinese market if it wants to be more competitive and make further expansion in China. This study draws a wide range of literatures and primary data about the characteristics of Chinese DIY market by using questionnaires, interviews and observations in order to determine the necessity of making appropriate market strategies for B&Q in China. It is suggested that the characteristics of Chinese DIY consumers includes: a majority of BIYers (buy-it-yourself); preference for touching the products when purchasing; preference for shopping in urban areas; preference for wide choices; high attention on price and quality; high concern about services especially after-sale services, etc. A few suggestions about appropriate market strategies on the basis of the above characteristics of Chinese consumers' behaviour are provided at the end in order to help B&Q to be more successful in China in the future.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Organisational Studies and Human Resources Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14

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