An investigation of differences in buying behavior between European and Chinese university students

Fong, Wing L. (2008) An investigation of differences in buying behavior between European and Chinese university students. BA dissertation, University of Portsmouth.

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    Abstract

    Numerous studies have been done to investigate the differences of consumer behaviours from different aspects and the reasons behind. However, there are not many specific studies on the comparison of European and Chinese youth consumers. The aim of the study was to discover the factors that affect and the reasons why the consumer behaviours of European and Chinese university students on Disney stationery differ. The literature review in this study explored literatures on consumer behaviours, cultural differences, youth culture and the situation of Disney in European and Asian markets. A primary research was done through the distribution of questionnaires. Results indicate that consumer behaviours differ as nationalities differ. European and Chinese university students hold different reasons and consider different factors in the process of consuming stationery.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Humanities and Social Sciences > School of Languages and Area Studies
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14
    URI: http://eprints.port.ac.uk/id/eprint/576

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