Report about the Marketing Management 2022

Running head: MARKETING MANAGEMENT
MBA Marketing Management
Name of the Student:
Name of University:
Author Note

2
MARKETING MANAGEMENT
Research objectives
The purpose of this report is to analyze and identify the insights into the purchasing
behavior of the Chinese consumers in the retail market by identifying the main factors which
influences the buying decisions of the millennial. It determines the internal determinants of
consumer behavior and analyzes the influencing factors which enable the millennial to make a
purchase decision in the market.
Research questions
1. What factors drive consumer behavior in Chinese millennial?
2. What are the characteristics of the millennial consumers?
3. How do the main factors influence the shopping behavior of the millennial in the Chinese
online market?
4. What are the internal determinants of the consumer behavior?
Literature review-
According to Cohen, Prayag and Moital (2014), the consumer decision making process is
considered to be one of the most essential and influencing areas to consumer decision making. In
order the better other consider the behavior of the consumer in the retail market, there are various
theories and models that has been proposed by the researchers. Additionally it was stated by East
et al. (2016), the specifics of the product or service, the situation of the consumers and the
product itself influences the purchasing decisions of the consumers. The millennial in the market
tend to have a differentiated approach in buying behavior than other generations as mentioned by

3
MARKETING MANAGEMENT
Foxall (2014). They are considered to be more tech savvy in nature and prefer online purchasing
(Gunter and Furnham 2014). Previously the behavior of the consumers was considered to be the
interaction between the seller and the customers. However, the modern marketer considers it to
be an ongoing process. Various literature and studies embraces questions like what people buy
and why (Cohen, Prayag and Moital 2014).
Literature on consumer behavior
Consumer behavior was defined by Cohen, Prayag and Moital (2014), as the consumer
attitudes, tastes and preferences that enables them to make a purchasing decision in the market.
According to Pérez et al. (2013), the choice of the consumers in the market is considered to be
one of the most important aspects of consumer behavior in the market. As per theory and
literature, consumer purchases a particular product if it has utility to them. In general, a particular
consumer purchases the product or the service is he/she derives benefits from that particular
product or service. As mentioned by Rani (2014), there are other situation factors which
determine the consumer behavior and variance among the millennial and the consumers in
general. Further, it was stated by Solomon et al. (2014), that the needs and wants of the
consumers determine their purchasing behavior. There is wide range of factors which determines
consumer behavior (Spurling et al. 2013). The buying behavior of the consumers depends on the
attitudes of the consumers, their age groups, preferences, and intentions. Therefore, according to
Cohen, Prayag and Moital (2014), the retailers need to target their customer base and segment
the market based on age, gender, preferences and other factors which influences purchasing
decisions.
Millennial consumer characteristics in Chinese market