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1、In the eyes of Chinese customers aged 20-30, brand is far more important than price.In the eyes of a Chinese customer aged 20-30, brand is far more important than price.IntroductionA great number of Chinese enjoy buying branded products which are known worldwide. Conversely, others prefer to purchas
2、e cheaper products are produced by small companies. However, brand is the top selling factor in eyes of Chinese customers aged 20-30, not price.Kent B. Monroe (2011) explained that price is the way of payment given by one party to another party which is then exchange to goods or services. Brand on t
3、he other hand, is the name, symbol and design of the sellers which distinct a product from other sellers. Aden, A. (2009, p. 214) commented that Most of famous brands are highly priced. Usually, the same products made by small companies called copycat products, are very cheap. As a result of the wel
4、l-known brand, the price of products can be much more expensive when compared to the copycat products.The rest of the essay is organized as followed. The second section introduces the consumption habits in China. The third section points out why Chinese customers prefer brands rather than price. The
5、 fourth section explains the reason why Chinese customers aged 20-30 choose brand. The fifth section concludes.1. Consumption background in ChinaIn recent years, as Chinese economy develops rapidly, consumer purchasing power is also increasing. Consumer sense in China has also taken place tremendous
6、 change. Global economic integration has not only brought a large number of well-known foreign brands into domestic shopping malls, but also provided many alternatives for consumers to go shopping in foreign lands. Each year a large number of Chinese people will go abroad for shopping. In China, the
7、 consumers especially young customers aged from 20 to 30 increasingly prefer to famous brand rather than the common products. In their minds, the brand awareness should be given the top priority. Therefore, spending 3000 pounds for a little-known brand is unacceptable. According to the following bar
8、 chart of Consumption Survey on Chinese Consumers Aged from 20 to 30, it is obvious that 53% customers are in favor of famous-brand product, and only 26% people tend to choose the cheap products. Steiner, W. (2009) explained that most people equate buying famous brand with fashion. In China, the cus
9、tomers aged 20-30 years old have a strong shopping desire. Therefore, they are willing to buy unique product even it is costly. For instant, there are many Chinese tourists going United Kingdom every year. A variety of them are aged 20-30 Chinese tourists. For these people, shopping is their primary
10、 objective. Before the travel, they have made preparations and the shopping list according to their own needs, so as to purchase the luxury articles that enjoy great popularity in China.53%26%21%0% 10% 20% 30% 40% 50% 60%1does not matterpricebrandFig.1 Consumption habits2. Social factors2.1 Face con
11、sumptionThe reason why Chinese young people aged 20 to 30 prefer to buying famous brand is that they are concerned about face-saving and others opinions. Face consumption refers to the active or passive comparing consumption. Face is the synthesis of the Chinese traditional culture, traditional valu
12、es, personality characteristics and the shame culture. Sometimes people will take into account others views regardless of the personal feelings. Just due to the face view of the Chinese people, the advertisements of some brands highlight its noble and dignified brand image. Therefore, the common bra
13、nds in foreign nations have been glorified and promoted to scarce luxury brands when they accessed to Chinese market. Kotler, P. (2007) pointed out that the popularity of Starbucks in China was attributed to its brand culture and the unique marketing and propaganda. Most of the Chinese people do not
14、 drink coffee in Starbucks instead they want to experience a noble and elegant life style. Although the price of Starbucks is higher than other coffee brands, it knows how to utilize the needs of Chinese people to so-called high-quality experience to create the luxury and self-indulgence sentiment e
15、xclusively in China.2.2 Crowd mentality In China, more and more young customers from 20 to 30 years old are proud of buying famous-brand products that are popular with the public, indicating the crowd mentality in consumption. The consumption oriented by crowd mentality means that individual ideas a
16、nd behaviors are consistent with the great majority of people due to the guidance of group or pressure. In terms of the individual psychological feature, people who pay more attention to social assessment are likely to produce conformity behavior.The research (Steiner, W. 2009, pp. 212-214) proved that in consumer markets, the customers without enough knowledge concerning commodity and market are subject to the temptation of marketing. In order to reduce the purchasing r
