Consumer Behavior China and Cambodia

This paper just illustratesfirstly about the definition of marketing and consumer behavior before it comes up with the similarities and differences between consumer behavior in China and Cambodia. The market overview of both countries has shown in this paper to clarify more about the situation and characteristics of the market before going to the detail of consumer behavior. It has also written about four factors that influence consumer behavior in general such as cultural, social, personal, and psychological factors. Otherwise, I have risen up the main points of Chinese consumer behaviors like brand, ethnocentrism, face, stereotype judgments, ambition and motivation, and generation Y. On the other hand, Cambodian consumers are defined that price, promotional, and disposal behaviors.

The significant part of this paper is the similarities and differences of consumer behavior in China and Cambodia. After doing the research, I have found that the behaviors of consumer in both countries are mostly the same; meaning most of consumers consider about face, brand, price, and ambition and work motivation before they decide to purchase something. However, there are still a few differences about their behavior on buying products or services such as most Chinese are ethnocentrism and stereotype judgments whereas Cambodian are promotional behavior and disposal idea. Finally, it is very crucial for the marketers to study about the consumer behavior in the target country before they start their marketing strategies to compete with the existing companies or to launch a new product. These are the promotional behavior and disposal idea that people in Cambodia use to decide whether to purchase or not.

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