Shopping East and Shopping West-Chinese Consumer Behavior in Two Worlds

In today's China, consumers not only have the chance to sample products and services from around the world, but to experience cultural influences from a vast range of countries. In particular, Western products and services-and cultural values-have become increasingly popular. Consumers now shift between different worlds (Chinese and Western) with seeming ease. This research identifies the factors that encourage consumers to shift between these different worlds-and values. The factors include the situation and context (of the shopping experience), peer influence and dynamics, the role of conversation at or near the time of purchase, and the nature of the product and service. The role of "time,'' "chance,'' and "intuition'' in the shopping experience and cultural shifts are also examined. What emerges from the study is a changeable, mobile, and flexible community quite capable of shifting between different sets of values (and consumer attitudes) easily and often very quickly. For companies, the key to success (at least to some degree) is to place their goods and services in a context that helps to create a complementary, integrated, and supportive image of the world they wish to create in the minds of their Chinese consumers.