Culture-based approach to understanding consumer behavior: Comparison of Russian and Chinese consumers

Abstract

This study examines the relationship of consumer values, needs and purchase behavior in Chinese and Russian consumer markets. Values proved to be the underlying determinants of consumer needs to be satisfied by three groups of consumer products: apparel, skincare and consumer high-tech products. Three types of needs identified (functional, experimental and social) were established to significantly influence consumer behavior and attitudes, thus, validating the hierarchal relationship of values, needs and consumer behavior. Among the three types of needs functional ones proved to be the most important needs for consumers in both markets. Ten consumer behavior aspects and attitudes were explored in this study: brand discrimination, preference for foreign brands, preference for local brands, brand loyalty, innovative behavior, luxury as a signal of taste, status consumption, RWOM, PWOM and impulse purchases. Implications for brand image and strategic marketing management for international markets were discussed.