Main findings of the result are: 1) Chinese unique social and cultural influence strongly affect consumer behavior which can be summarized as regional diversity, division of rural/urban income and wealth, the role of family, china’s recent history, the importance of the group and the role of consensus, role of risk and national pride. 2) Outer appearance appears the most important factor for consumers to choose mobile phones, and brand ranks the secondly. 3)
Different gender holds different opinions about influential factors of consumer behavior. 4) Internet is the main source where consumers get the information of mobile phones. 6) Averagely, most of Chinese cannot afford high price product by their monthly salary. 7) Chinese consumers can recognize their needs and consume rationally.
Although this paper is only an introduction to Chinese consumer behaviour, we can already see that there are common facets of consumer behaviour in China, but that there are maybe even more characteristics that differ between the regions and age groups.
The last minute decision making style could be surprising compared to consumers in more developed countries. And the influence of face consumption is in a lot of Asian countries of a high importance. On the other hand, there are different consumer types in the same city, provinces with very high incomes and other provinces with very low incomes and all these differences are already reflected in major shifts in attitude between the coastal and the inland provinces.