In recent years, China’s Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully.
China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the ‘lost generation’ who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50’s, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the “lost generation” and rise in line with the rise of the countries economy is namely Generation Y.
Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully?
On the basis of my unquestionable fascination by China’s Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation Y consumer.
Due to research in this field still being at an embryonic stage I will personally carry out an empirical investigation and outline who this consumer is, how they process information, their usage of mass and personal communication and acknowledge their attitude towards German luxury car brands. Finally, on the basis of the research findings I will define Chinese Generation Y car purchasing behavior and create a marketing communication strategy for a German Luxury car brand in China wishing to engage with the consumer in question.
Table of Contents
Chapter 1 A General Introduction
1.1 Introduction
1.2 China Automotive Market
1.3 German Luxury Car Brands in China
1.31: A short Introduction
1.32: Localized Market Communication Strategies
1.4 Understanding the Chinese Costumer
1.41: Introduction to Chinese Consumers
1.42: Chinese Generation Y
1.43: Common Features of Chinese Consumer Behavior
1.44: Bates 141 research of the “The Changing Chinese Car Consumers”
Chapter 2 Theoretical Background
2.1 An introduction to Marketing Communication
2.11: An Introduction to the Process
2.12: The Marketing Communication Task
2.13: The Marketing Communication Mix
2.2 Buyer Behavior
2.21: Information Processing
2.22: Decision-Making Process
2.3 Local Customers
2.31: Understanding Local Consumers
2.22: Consumer Markets
Chapter 3 An Empirical Investigation
3.1 Previous Case Studies
3.2 Scenario
3.21: Location
3.22: Target Group
3.23: Incentive
3.3 Methodology
3.31: Research Method
3.32: Question Design
3.4 Findings
3.41: Car Consumer Profile
3.42: Usage of Mass and Personal Communication Channels
3.43: Car Consumer Decision Making Process
3.44: Car Consumer Behavior in light of Bates 141 Research Findings
3.45: Car Consumer Acknowledgement of German Luxury Car brands
Chapter 4 Implication of Findings and Conclusion
4.1 Implication of findings
4.11 The Chinese Generation Y Car Consumer – My theory
4.22: The Link to Marketing Communication of German Luxury Car Brands
4.2 Conclusion
Research Objectives and Themes
The primary objective of this dissertation is to investigate the car purchasing behavior of the Chinese Generation Y demographic and to develop effective marketing communication strategies tailored for German luxury automotive brands operating in China. The research seeks to understand how this specific consumer group processes information, utilizes communication channels, and forms purchasing decisions, ultimately bridging the gap between current brand positioning and the evolving values of the younger Chinese generation.
- Evolution of consumer behavior in the Chinese automotive market.
- Information processing and decision-making patterns of Generation Y.
- Strategic application of marketing communication tools for luxury branding.
- Comparative analysis of German luxury car brands in the context of Chinese cultural characteristics.
Excerpt from the Book
1.1 Introduction
China’s Automotive Market has grown tremendously in the last decade and pursued its goal of becoming Worlds largest in 2009. Not having much background into China’s automotive market, this news may be impressive for some and taken granted by others. In a country of 1.3billion, it has only been 17years since private car ownership was legalized. When combining this knowledge with the circumstantial world economic crises at the time of its world leading automotive market succession, it only fair to point out that the news were not surprising after all.
In a consumer market of 130 USD billionaires and 825,000 residents worth more then 10million million each, the automotive market is almost implied to grow in the first years of existence without much investment into marketing communication efforts. After couple of years of peak glory, the Chinese Automotive market has yet again slowed down and the new car purchase restriction in Beijing of 240,000 only per year, certainty did not help. However, standing by a positive attitude, it is worth mentioning that the number of based millionaires in Shanghai is growing by 8.2 percent a year, therefore there will be demand for sure, but not only for car purchase but for better performance. By performance, I would like to refer to the car brands necessity to stand out and not to disappoint. To make my point clearer I would like to imagine yourself told that you can only eat one meal per day. I am confident you would think twice the usual time what to eat and further expect every meal you have to be exceptional.
Summary of Chapters
Chapter 1 A General Introduction: Provides an overview of the Chinese automotive market, the positioning of German luxury car brands, and introduces the characteristics of the Chinese Generation Y consumer.
Chapter 2 Theoretical Background: Examines foundational concepts in marketing communication, buyer behavior, and information processing, while highlighting differences between emerging and mature markets.
Chapter 3 An Empirical Investigation: Details the field study conducted at Tongji University, presenting findings on Generation Y’s purchasing criteria, communication preferences, and brand awareness.
Chapter 4 Implication of Findings and Conclusion: Synthesizes the empirical results into a proposed theory and practical marketing communication plan for German luxury car brands targeting the Chinese Generation Y.
Keywords
China Automotive Market, Chinese Consumers, Chinese Generation Y, German Luxury Car Brands, Marketing Communication, Mass Communication, Personal Communication, Decision Making Process, Consumer Behavior, Brand Strategy, Market Segmentation, Empirical Investigation, Luxury Goods, Automobile Industry, Youth Market
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis focuses on investigating the car purchasing behavior of the Chinese Generation Y and determining how German luxury car brands can successfully adapt their marketing communication strategies to engage this demographic.
Who is the target audience of the study?
The target audience identified for this investigation is the Chinese Generation Y, specifically students and young professionals aged 18-25 in the Shanghai area.
What is the central research question?
The research asks who the new Chinese consumer is, what influences their decision-making process when choosing a luxury car, and how marketers can effectively communicate a car product to them.
Which methodology was employed for the research?
The author utilized a quantitative research methodology, conducting an empirical investigation through surveys distributed to students at Tongji University in Shanghai.
What key themes are addressed in the main body?
The main body covers the history and status of the Chinese automotive market, theoretical frameworks of consumer behavior and marketing communication, and an empirical analysis of specific purchasing criteria and media usage.
Which keywords best characterize the research?
Key terms include China Automotive Market, Chinese Generation Y, German Luxury Car Brands, Marketing Communication, and Consumer Decision Making Process.
How does the "face" concept influence Chinese consumers?
The study highlights "face" (mianzi) as a significant motivator, where individuals purchase luxury goods to maintain or enhance their social standing and self-image, often influenced by group norms.
Why are German luxury brands like Porsche or BMW appealing to the target group?
These brands are perceived as high-quality, safe, and status-awarding, which aligns with the aspirational and social-seeking behavior of the Chinese Generation Y, despite their evolving focus on value for money.
- Quote paper
- Fanny-Gabriela Kozicki (Author), 2012, An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands, Munich, GRIN Verlag, https://www.grin.com/document/190185
