IMPLICATIONS OF ANALYSIS
This chapter presents the main findings of the secondary and empirical data of survey in accordance with logical order of theoretical framework. Chapter begins with the presentation of Chinese social and cultural factors which have effects on consumption. Main results of questionnaire are analyzed thereafter. Euro is used in this chapter. One Euro approximates ten Chinese RMB
Chinese Social and Cultural Influences on Consumptions
Besides the general social and cultural influences which are mentioned in Chapter of ‘Methodology’, Chinese exclusive social and cultural background of consumers clearly influences overall consumption spending as well as product and brand preferences. Seven key features are summarized by Joanthan Garner (Garner 2005, 81-84) as following:
32 province-level divisions, more than 80 languages, 56 nationalities cause today hundreds of regional diversity in China. Regional diversity in tastes arising from the sheer geographical size of China, linguistic differences, a historical legacy of strong provincial loyalties and until recently poor communications.
除了一般的社会和文化的影响，一章提到的“方法论”，中国独特的社会和文化背景的消费者明显影响整体消费支出以及产品和品牌偏好。七个主要特点的总结，强那森·（获得2005，81 – 84）如下：