An exploration of cross cultural consumer behaviour: The Characteristics of Chinese Consumers’ Decision Making in Europe

This study explores the effects of national culture on
consumer behaviour by identifying the characteristics of Chinese
consumers’ decision making in Europe. It offers a better understanding
of how cultural factors affect consumers’ behaviour, and how
consumers make decisions in other nations with different culture. It
adopted a grounded theory approach and conducted 24 in-depth
interviews. Grounded theory models are developed to link the causal
conditions, process, and consequences. Results reveal that some
cultural factors including conservatism, emotionality, acquaintance
community, long-term orientation and principles affect Chinese
consumers when making purchase decisions in Europe. Most Chinese
consumers plan and prepare their expenditure and stay in Europe as
cultural learners, and purchase durable products or assets as
investment, and share their experiences within a community. This
study identified potential problems such as political and social
environment, complex procedures, and restrictions. This study found
that external factors influence internal factors and then internal
characters determine consumer behaviour. This study proposes that
cultural traits developed in convergence evolution through social
selection and Chinese consumers persist most characters but adapt
some perceptions and actions overtime in other countries. This study
suggests that cultural marketing could be adopted by companies to
reflect consumers’ preferences. Agencies, shops, and the authorities
could take actions to reduce the complexity and restrictions.