1. London Metropolitan University Course: International Marketing Referees: Marina Lindl International Marketing in China

7. C O N S U M E R M A R K E T : - World largest population with over 1.3 billion people Source: Globalegde.com (2009) - In 2006, approx. 312 million Chinese under the age of 15 Source: MarketResearch.com (2007) - Fast growing economy - Growing middle class Source: Uno Wider (2006) COUNTRY BRIEF CULTURAL ENVIRONMENT OPPORTUNITIES SOCIAL CULTURAL TARGET GROUP

9. WHY SHOULD WE LOOK AT THE SOCIAL CULTURAL ENVIRONEMNT: Consumer makes decisions BUYING - BEHAVIOUR & NEEDS CONSUMPTION CHARACTERISTICS CULTURE: shared values , religion, language of Society influences PINPOINTS MARKET OPPORTUNITIES COUNTRY BRIEF CULTURAL ENVIRONMENT OPPORTUNITIES SOCIAL CULTURAL TARGET GROUP

10. From “Geert Hofstede Cultural Dimensions,” by G. Hofstede, 2006, Copyright 1967-2003 by Geert Hofstede. HOFSTEDE’S 4+1 DIMENSIONS for Analyse of China’s Culture: COUNTRY BRIEF CULTURAL ENVIRONMENT OPPORTUNITIES SOCIAL CULTURAL TARGET GROUP INDEX WORLD AVARAGE CHINA ANALAYZE Power distance (PDI) 55 80 (high) Authority play an important role , consumer will follow the adaption behavior of their leaders and will adopt products by their superiors Individualism (IDV) 24 15 (low) Collectivist society, emphasize on Qualities such as loyalty, interdependence, conflict avoidance and identification with the group Decision will be made in consensus with the group, Network Marketing is important, Group consensus and conformity to family preference rather than to individual choice Masculinity (MAS) 50 55 (high) Statues, Success, Money, achievement values are prevailed, demonstrating achievement is by having the latest and most novel product, hoping that new products bring success and ultimately higher status in society Uncertainty Avoidance (UAI) 64 40 (low) Chinese People are innovative, entrepreneurial , easygoing & risk taking , responsive in coping with future changes and new product Long-Term Orientation (LTO) 45 118 (LTO) Tend to have values that centre around future thrifty , perseverance & Persistence, Ordering relationships by status and observing this order,