CONCLUSION AND SUGGESTIONS
The objective of the thesis is to demonstrate Chinese Middle class consumer behavior in China. Most of Chinese consumers could be the target respondents of the survey and be involved in data collection. With the responses that obtained from 152 participants, the main research problem of this study has been answered. By analyzing primary data which were collected with an online survey, research questions of what factors affect to consumer in buying behavior.
The survey questions are designed according to theories of ‘factors which influence on consumer behavior’ and some parts of ‘brand image’. The result of secondary data presents the Chinese social and cultural influence on consumption. Personal and psychological influence is analyzed by survey result. Current Chinese mobile purchase behavior concerning individual factors are showed by analysis of age, gender, occupations and industry, income level, motivation and so on. Decision making process is described by survey data as well.