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New Trends in Chinese Diet: Cultural Influences on Consumer Behavior

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Listed:
  • Del Giudice, Teresa
  • Caracciolo, Francesco
  • Cicia, Gianni
  • Grunert, Klaus G.
  • Krystallis, Athanasios
  • Zhou, Yanfeng

Abstract

Although the Chinese market is traditionally characterized by a gastronomic culture which is profoundly different from its Western counterpart, the emerging social classes is expressing a growing demand for processed food, opening up to foreign influences, which are neither accepted with prejudice nor viewed passively. This paper analyzes of the propensity of consumers to include in the ancient Chinese culinary culture food products from other countries. A market segmentation of the Chinese consumers was performed, according their degree of cultural openness towards non-Chinese food, taking into account both socio-demographic and cognitive and psychographic variables. The research was carried out by administering a questionnaire to 500 Chinese consumers, living in urban areas, including a consumer analysis of the "values" and the "lifestyle". The results seem to confirm the relevant potential of the Chinese market as a destination for quality western products. The cognitive and modern approach in the market segmentation, provides a Chinese consumer profile “open mind” that is very useful for the implementation of policies for specific marketing and promotion strategies.

Suggested Citation

  • Del Giudice, Teresa & Caracciolo, Francesco & Cicia, Gianni & Grunert, Klaus G. & Krystallis, Athanasios & Zhou, Yanfeng, 2012. "New Trends in Chinese Diet: Cultural Influences on Consumer Behavior," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144962, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi12:144962
    DOI: 10.22004/ag.econ.144962
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    References listed on IDEAS

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    1. Caracciolo, Francesco & Cembalo, Luigi & Cicia, Giovanni & Del Giudice, Teresa & Grunert, Klaus G. & Krystallis, Athanasios, 2011. "Food safety and quality, strategic levers for European products in emerging markets: the case of China," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114321, European Association of Agricultural Economists.
    2. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    3. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
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