The Study of Motivation of Young Chinese Consumers toward Foreign Products

The purpose of this dissertation is to find out the motivation and demands of China’s young consumers toward foreign brands and why people, especially young Chinese live in urban areas show a positive consumption to foreign products. Country of origin effect, as stated in many journals, plays an important role in consumer behaviour, which influences consumer perception of brands and purchase decisions. A structured questionnaire is designed for data collection. Factor analysis and t-test from SPSS software are used to analyse the data. A factor analysis model and some t-tests revealed four dimensions of foreign product preference: brand appeals, quality perceptions, price concerns and fashion consciousness. The results shown that brand consciousness, quality consciousness and fashion consciousness play the most significant role among the four dimensions, with regard to Chinese young consumers’ special characteristics. Discussion about domestic products was also addressed to the study to make certain comparison. Research limitation of this study is that the participant sample limits generalisability of the findings to a wider population