2017

Chinese cultural

Mahjabeen bashir
Consumer behavior
Mam urooj
1/6/2017
1

Table of content:
What is consumer behavior?....................................................................2
1. Definition
2. Importance of consumer behavior

What is cultural? ……………………………………………………….2

1. Definition ………………………………………………. 2
Chinese cultural…………………………………………………………2-3
1. Religion………………………………………………....3
2. Food…………………………………………………….3
3. Language.………………………………………………3
4. Symbol …………………………………………………3
5. Family cycle ……………………………………………4
Common gestures and poster in Chinese in Chinese
cultural…………………………………………….…………....4-6
Communication tools ………………………………………….6
Product designing strategy in china market with respect of
cultural………………………………………………………….7
The Fast Food Service Industry in Chinese Market…………8
KFC’s Cultural Adaptation Measures………………………..8
Product Innovation to Provide to Chinese Taste……………. 8
Targeting and Chinese Values…………………………………8
1. Chinese Eating Habit……………………………………….9
2. Chinese Custom……………………………………………..9
3. Language and Translation…………………………………9
Conclusion……………………………………………………….9-10
References ……………………………………………………….10
2

Chinese cultural
Report
What is consumer behavior?

Definition:
“Consumer behavior is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences,
or ideas to satisfy their needs and wants.”

Importance of consumer behavior:

Understanding consumer behavior is important for any organization before launching a
product. If the organization failed to analyze how a customer will respond to a particular
product, the company will face losses. Consumer behavior is very complex because each
consumer has different mind and attitude towards purchase, consumption and disposal of
product. Understanding the theories and concepts of consumer behavior helps to market
the product or services successfully. Moreover, studying consumer behavior helps in
many aspects. As there is constant change in the living standards, trend, fashion and
change in technology; consumer's attitude towards the purchase of product varies.

What is cultural?

Definition:
Cultural is define as:

“That complex whole which includes knowledge, belief, art, morals, law, custom, and
any other capabilities and habits acquired by man as a member of society.”

Chinese cultural:
The Chinese culture is one of the oldest and most complex cultures in the world. The
culture of China has been influenced by China’s long history and by its diverse ethnic
groups which customs and traditions could vary greatly between towns, cities and
provinces. Despite all of its regional diversity, the Chinese culture is dominated by the
Confucian value system. It has been the ethical and philosophical system in China since
its foundation by Confucius 2000 years ago. It is a complex system of moral, social
behavior, political, philosophical and quasi-religious thought that has had great influence
on the culture and history of China.
3

Confucianism has surrounded in people’s behavior and business culture in China. Many
Chinese business people attach great importance to cultivating, maintaining, and
developing personal relationship (guanxi) before doing business.

China constitutes 56 ethnic groups. Among them, Han Chinese is the majority ethnic
group that account for 91.2% of the total population. The other 55 ethnic groups are
consequently referred to as minority ethnic groups, or minorities.

In China, much of the business is arranged and negotiated at the dining table. Since the
Chinese prefer to do business with whom they know well, Dining and drinking are the
best media for building relationships and connections - 'guanxi'. The degree of
importance and the depth of the relationship with the guest can be judged from the food
and wine offered.

Culture includes religion, food, style, language, symbols, morals and many other things
that make up how a group acts and interacts. Here is a brief overview of some elements
of the Chinese culture.

Religion:
Confucianism, Taoism and Buddhism are the three major religions in China, although it
is true to say that Confucianism is a school of philosophy rather than a religion.

Food:
Food is a very important part of Chinese culture. The Chinese not only enjoy eating but
believe eating good food can bring harmony and closeness to the family and relationships
with the types of foods considered favorable varying from province to province.
Shopping daily for fresh food is essential for all Chinese cooking. Chinese people in
general are not as concerned about nutrition as Western culture. They are more concerned
with the food’s texture, flavor, color and aroma. Chinese daily meals consist of four food
groups: grains, vegetables, fruits and meat. Because big numbers of people are lactose
intolerant, they try to not consume large amounts of dairy products. Instead, Chinese
substitute these with soymilk and tofu, which contain large amounts of protein and
calcium.

Language:
Chinese is counted to be the most difficult language in the world to learn, but that also
must make it the most interesting. It’s the world’s only remaining symbolic language in
common use, with thousands of characters making up the written language. Its
4

pronunciation is generally one syllable per character, in one of five tones. China’s rich
literary culture includes many pithy sayings and beautiful poems.

Symbols:
Every nation has its symbols, but what should you think of when it comes to China? You
might conjure up images of long coiling dragons, the red flag, pandas, the Great Wall,
table tennis, the list goes on…

Family cycle:
China has seen a rapid urbanization and industrialization, and economic development
since its economic reform started in 1978, first in rural and then urban areas. Chinese per
capita GDP had grown 14.7 times by 2010, with at least 6% annual rate and double digits
in 8 out of 22 years. Family incomes have increased and living conditions have improved
while the gap grows between the rich and the poor, the urban and the rural, and the
coastal and the inland.

China has lifted 600 million people out of poverty in the last three decades. Around the
same time, the Chinese government began to implement One Child Family Policy.
Temporarily, Chinese families have undergone noticeable changes in structure and
relationship. While traditional extended families exist, there occur various forms of
Chinese families, i.e., nuclear families, single-parent families, families with double
income and no kid, single person households and cohabitant households. Some scholars
predict that China will follow in the footsteps of family modernization in Western
industrial societies.

Common gestures and poster in Chinese cultural:

1. The traditional Chinese "handshake" consists of joining the fingers of the hands
and waving them up and down several times. This is rarely used today (except
during festivals, weddings and birthdays of the elderly), and the Western-style
handshake is used by most everyone. When greeting, a slight bow often
accompanies the handshake, but do not bow from the waist in the style of the
Japanese. While a firm grip is expected in the West, the Chinese employ a gentler
handshake.

2. Business cards are routinely exchanged at the first meeting. Be sure that one side
of your card has been translated into Chinese. Include your company's name, your
job title and any special qualifications you have. When receiving a card from a
Chinese businessman, take it with both hands and compliment something about it;
be sure to keep it on the table in front of you for the entire meeting.
5

3. Chinese names are "reversed" from Western names. The surname is said first and
then the given name. For example, Bruce Lee's name in Cantonese is Lee Siu
Lung. Lee is his surname and spoken first, and the given name (Little Dragon) is
spoken second. Professional, social, and family titles always follow the name as
well. Never call someone by only his last name, and unless specifically asked, do
not call someone by his first name; always address your Chinese associates by
their surname followed by their title.

4. The Chinese will often avoid eye contact during conversations, especially when
talking to the opposite sex or to strangers. Traditionally, it was considered rude
and aggressive to look directly into another's eyes while talking, and as a sign of
respect, the Chinese sometimes lower their eyes slightly when they meet others.
The Chinese typically have a "blank" facial expression during introductions. This
is not a sign of unhappiness, dissatisfaction, or unfriendliness, but reflects the
belief that there is virtue in concealing emotions.

5. When meeting someone for the first time for a business meeting, you should
engage in general conversation before turning to business. Casual conversation
topics in China differ from that of English speakers. It is not impolite to ask about
a person's job, annual salary, marital/dating status or age. Although your answers
need not be detailed, trying to avoid answering will only invite suspicion and
misunderstanding. The specifics of your answers are not as important as your
willingness to respond. In contrast, questions about family tend to be deflected or
avoided.

6. Lavish gift-giving was once an important part of Chinese culture. Today, official
policy forbids gift-giving as it can be considered bribery. Though the policy is
softening, there may be times when a gift will absolutely not be accepted. Should
you find yourself in this situation, graciously say you understand and withdraw
the gift. Smaller, less expensive items will not be seen as a bribe, but in any case,
you will have to approach gift-giving with discretion. The Chinese do not usually
accept a gift, invitation or favor when it is first presented, but will politely refuse
two or three times to reflect modesty and humility.

7. Six, eight and nine are considered lucky numbers, since their homophones have
favorable meanings. Six, liu in Chinese, implies that everything about you will go
smoothly. Eight was originally deemed lucky by the Cantonese, since in
Cantonese, the word for eight is fa, which means to make a great fortune in the
near future. Nine, jiu, implies everlasting, especially in friendship and marriage.
Four and seven are unlucky numbers; the former implies death and the latter
means gone.
6

8. Color symbolism is very important in China. Red is lucky and used in

celebrations, but never use red ink to write cards or letters, as it symbolizes the
end of a relationship. Yellow is associated with prosperity, and gold is especially
felicitous. In contrast with Western cultures, white signifies death.

9. Instead of serving dishes individually as in the West - where everyone has his
own portion of food on a single plate - the Chinese typically share food from a
number of dishes placed in the center of the table. Each person sitting around the
table takes food from the common plates. Sometimes, in order to show their
friendship and sincerity, Chinese hosts will pick from dishes with their own
chopsticks or spoons for you, and place food on your plate.

10. Many common Western gestures are considered rude in China.

1. Pointing with the index finger - use a face-up, open hand instead
2. Beckoning someone with the index finger - use the hand with fingers
motioning downward as in waving instead
3. Finger snapping
4. Showing the soles of shoes
5. Whistling to get someone's attention

Communication tools in Chinese cultural:

Communications
tools When To Use

Exhibitions and Regularly but strategically, to establish the first contact with new
conferences customers and to maintain brand awareness in the market.

After initial contact has been established, use an email to introduce

the company, and specific products and services that may be of
Email interest, in more detail.

An easily found, easily navigated and easily understood website is

essential at all points during the ‘sales process’ and beyond. A
good site will be referred to again and again before, during and
after the sale.
Website

Business networking sites such as LinkedIn and Tianji can be used

for networking purposes, whilst blogging sites can be used
effectively for product promotion and as a forum to gauge market
Online media feedback.
7

This is essential, but only under the right

circumstances. Workplace meetings should be used to move the
relationship forward, once the potential customer has shown some
Face-to-face interest. Deals will almost always be closed in face-to-face
meetings meetings.

As a first contact, in order to locate the correct person. However,

avoid trying to ‘sell’ or negotiate over the phone – this should
usually be done face-to-face. Obviously phone calls can be used
Phone calls for informal discussions and to keep in contact between meetings.

Direct mail can be an effective way of generating initial

interest. Contrary to popular belief, the Chinese are, if anything,
Post more receptive to direct mail than most Westerners..

An important complement to marketing effort at all

times. Relevant events should be attended, and business
Networking relationships developed to the maximum.

Product designing strategy in china market with respect

of cultural:
“Culture is the most basic cause of a person’s wants and behavior”. Herrmann and
Heitmann (2006) also claimed that when planning marketing strategies cross borders, it is
important for multinationals to consider cultural differences, for they result in different
consumer responses .culture influence consumer behavior through social, personal and
psychological factors. In the meanwhile, the cultural, social and personal factors are all
respectively influencing the consumer behavior in the market. By studying and
understanding the consumer behaviors, companies will be able to reach their final
decision of marketing mix.
8

The Fast Food Service Industry in Chinese Market:

The fast food industry entering in china market
 KFC

KFC’s Cultural Adaptation Measures:

In this section, for a better understanding of Chinese culture and adaptation, KFC cultural
adaptation approaches will be introduced.

Product Innovation to Provide to Chinese Taste:

KFC offered some worldwide standardized main products on their menus. However, in
terms of product innovation and uniqueness in Chinese market, they differ in several
ways. By contrast, on KFC’s menu for Greater China region nearly half of the products
are specially designed with Chinese feature among over 50 new products at present.
Some of these products are particularly popular for featuring the 8 schools of Chinese
cuisine, for example: Egg & Vegetable Soup, Dragon Twister (Chicken roll of Old
Beijing), and Grass Jelly Milk Tea. These products are improved by adding special
seasonings or Chinese ingredients to cater to Chinese tastes.

Targeting and Chinese Values:

KFC targets on “all of the family members” ranging from kids to elders. It made efforts
on building a dining environment of family-style in which customers can feel the warmth
of home .Elements such as the warmth of family gathering, “caring” among different
generations, love and missing between wife and husband, can be found in its
advertisements and indoor decorations. Together with its diversified menu and adapted
tastes, these concepts made KFC popular within all generations.
9

Chinese Eating Habit:

For Chinese people, going to a restaurant is more than having dinner; they regard this as
an occasion to communicate with each other, meet friends who haven’t met for a while.
According to some research, the first choice for Chinese people to meet friends is to go to
a restaurant, much more than inviting them to their own house or go to a tea house or a
bar. While for American, in most cases fast food restaurant is chosen for its quick food
service and convenient access. In this sense, KFC are basically located beside main
streets or highways in the US. However in China, they mostly built their restaurants in
downtown area where population is condensed and almost every restaurant is equipped
with a children’s playground with sliding board, for parents to better relax and stay
longer in the restaurants.

Chinese Custom:
As representatives of American fast food chains, KFC faced the conflict of cultural
difference between US and China while entering into this market. Judging from their
performance, they have studied and adapted to Chinese custom to different extent.
Spring festival is one of the most important festivals in China; it’s the first day of Chinese
New Year and also the beginning of spring. During the spring festival, KFC will change
the decoration in restaurants, Chinese elements such as “China red” and corresponding
animal sign for the New Year will be added to decorations, commercials, and product
package.

Language and Translation:

Considering the language difference between two cultures, many international brands
need to pay special attention on the translated versions of their brand and product names
when expanding into another country, especially in China where people show more
interest on names with favorable meaning. “Yum! Brands, Inc.”, the mother company of
KFC, its name was translated into “Baisheng (百胜)” in Chinese, which means “We’ll
always win the victory”.
On the menu of KFC, some products’ names have been modified from their original ones
in hometown. Take “Quanjiatong (全家桶)” as an example, its counterpart in English is
Big Bucket which includes several kinds of fried chicken products in one package. The
literal meaning is “a bucket of food that can be shared for the entire family”. When it was
translated into Chinese, it denotes a special meaning which Chinese culture emphasizes
much—the importance of family reunion and share happiness together.

Conclusion:
Chinese culture dominates, it is still possible to identify certain core cultural values that
are held in common by the Chinese people, no matter where they live: mainland China,
10

Hong Kong, Taiwan or by the overseas Chinese. Chinese culture gives the Chinese
people their basic identity. These core values are unique and consistent, shaped by a
tradition of four thousand years of history and maintained by the same language. There is
only one set of core values in the Chinese national culture, despite all the differences
among these people and their societies. This cultural value system is uniquely Chinese
that distinguish itself not only from Western cultures, but also from other Eastern
cultures.

------------------------------------------------------------------

References:
1. en.wikipedia.org/wiki/Consumer_behaviour
2. www.ukessays.com/essays/marketing/importance-of-consumer-behaviour
3. www.chinabizconsulting.com/chinese-culture.htm
4. www.livescience.com/28823-chinese-culture.html
5. www.uschinabiz.com/TopTens/ChinaBusinessCommunication.aspx
6. www.b2binternational.com/publications/chinese-marketing-selling
7. http://www.diva-portal.org/smash/get/diva2:534795/FULLTEXT01.pdf