Consumer behavior about the target-based internet market in China Dissertation

Consumer behavior about the target-based internet market in China - Dissertation Example 14 Abstract This research focuses on the determination of the factors influencing target-based internet marketing in China. The researcher focuses on the use of the said target-based internet markets as well as the perceptions of the consumers in the People’s Republic of China. In order to determine this, this study undertakes the quantitative approach, focusing on the use of the survey questionnaire method in collecting pertinent data with respect to the same. 1- Background of Dissertation Research Various conditions emphasize the effects of the growth of the internet on marketing in the People’s Republic of China. Undeniably, this is directly linked to the experience of the consumers. Various researchers have suggested that the consumer market in China has only developed in the last ten years. This thus means that the traditional manner by which the Westerners shop is absent in China. In this sense, online shopping is easier to instill in the Chinese consumer as compa red with their Western counterparts as there is no habitual behavior that marketers may change. This is also true in relation to the consumption of information with respect to brands, focusing on how the consumers in China learn about products and brands. From the perspective of marketing communication, it is highlighted that the impact of online information is very high in China. Undoubtedly, the internet provides the Chinese citizens with open and unregulated alternative to media channels that were traditionally used. 2- Aim, Research Questions and Objective of the Dissertation 2.1- Aim of the Dissertation The researcher aims to solicit the behavior of customers with respect to the prevalence of target-based internet markets. In view of the same, the researcher also aims to look into the various reasons behind the consumer’s preference for target-based internet markets. 2.2- Research Questions of the Dissertation This research also aims to answer the following research ques tions: 1. How do consumers feel about target-based internet markets? 2. What are the factors that contribute to the good perceptions of consumers with respect to target-based internet markets? 3. Why do consumers prefer target-based internet markets? 4. How do target-based internet markets influence the behavior of consumers with respect to intent to purchase? 2.3- Research Objectives The researcher also aims to address the following research objectives: 1. To determine how customers feel about target-based internet markets; 2. To look into the factors that contribute to the perceptions of consumers with respect to target-based internet markets; 3. To look into the reasons behind the consumers’ preference for target-based internet markets; and lastly, 4. To look into how target-based internet markets influence the behavior of consumers as regards the intent to purchase. 3- Indicative Literature Review 3.1- The Evolution of Advertising in the Internet Age This section of the l iterature review focuses on the evolution of the traditional role of advertising, most especially in the internet age, considering the fact that this literature review focuses on consumer behavior and target-based internet market. Shaver (2007) argues that in a rapidly evolving media environment, the success of the media and the companies depend on advertising revenues as well as those advertisers who make use of media in order to transcend information with respect to th

A Presentation Of George Orwell And His Protest Novels :: essays research papers

Eric Arthur Blair was born on June 5, 1903, in Bengal, India. His father was not a wealthy man. He supported his family only on the salary of a civil servant. When his writing career began, his penname became George Orwell. Orwell received his formal education from Eton Academy during a period ranging from 1917 to 1921. After completion of Eton, Orwell did not continue his education; instead he joined forces with the Indian Imperial Police in Burma. He served with the police until he began teaching. He was a high-ranking officer during his years on the police force. His life was poverty stricken until the mid-1930’s. He was considered to be a â€Å"combination of middle class intellectual and working class reformer† (Stewart). Orwell chose to live among tramps in England and the working class in Paris. His experience in England and Paris was the basis for his first book Down and Out in Paris in London, first published in 1933. For many years, Orwell worked as a teacher . A Clergyman’s Daughter was based on his experience as a teacher (Borman 5-6). Considered a novelist and a social critic, Orwell’s fame began in 1945 with the publication of his first protest novel, Animal Farm (Stewart).   Ã‚  Ã‚  Ã‚  Ã‚  Animal Farm is just one of Orwell’s protest novels, but disputably the best protest novel of all time. The novel is allegedly based on the Russian Revolution. Animal Farm is an allegory of the political strife in twentieth-century Europe (Brown 72). According to Orwell his inspiration for Animal Farm came from a little boy, perhaps ten years old driving a huge cart-horse along a narrow path, whipping it whenever it tried to turn. It struck me that if only such animals became aware of their strength we should have no power over them, and that men exploit animals in much the same way as the rich exploit the proletariat. (Williams 339) During the Russian Revolution, leaders such as Russia’s Joseph Stalin negotiated with England but made plans secretly with other leaders and nations. In Animal Farm various animals personify or represent political leaders and factions of the Russian Revolution. In the novel Old Major represents Karl Marx, a German economist of the Russian Revolution. Joseph Stalin is portrayed, in the novel, by Napoleon. Stalin was known for negotiating with England but also leading acts of corruption with other countries. In Animal Farm Napoleon negotiates with Mr.

McDonald’s Faces “Millennial” Challenge Essay

McDonald’s has been around for nearly 60 years and is accustomed to dominating the fast food industry. However, McDonald’s is losing that dominance to the more modern fast-casual restaurants such as Chipotle and Panera Bread. People of ages 22-37, also known as millennials, are a major reason for the decrease of McDonald’s success because they seem to prefer the healthier and more modern option. Fast-casual restaurants big selling point is the freshness and healthiness of the food they provide. While it may be slightly more expensive than the combo-meal choices at McDonald’s, millennials seem to care more about the quality and freshness of their food over paying bottom dollar. Take a fast-casual restaurant like Chipotle, for example. Their â€Å"claim-to-fame† is that they use the freshest meat available and allow the customer to see the food they are getting before they order and eat it. Another popular characteristic of Chipotle is that there is no set menu. There is a list of ingredients which you can pick and choose from; on the contrary, McDonald’s has an extensive menu of pre-selected combo choices which doesn’t allow for much personalization from the customer. Because of this wide variety of options at fast-casual restaurants, McDonald’s is beginning to lose many of its’ â€Å"millennial† customers. Not only is McDonald’s losing customers in the United States, but they are also experiencing a sales and customer decline globally. One recent crisis in China involved the selling expired meats to customers. McDonald’s reported a sales decrease of 7.3% in the Asia/Pacific, Middle East, and African regions. Recently, McDonald’s has admitted to having and overly large menu which resulted in slow service times to customers. In conclusion, McDonald’s will need to make some necessary changes if they wish to regain the coveted business of millennials. First, they could have less preset combos and allow the customer to pick which stuff they would like to pair up. The more power that is in the customer’s hands, the happier that customer will be because they are getting exactly what they want.  Another thing that needs to happen is to become healthier and more modern. Recently, McDonald’s has incorporated wraps into their menu which is a good start. Fast-casual restaurants are appealing to most millennials because they have the healthier/fresher foods. In order for this fast food chain to survive and thrive once again, they will need to make the changes necessary to get them there.

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