Chinese and British consumer behavior differences with reference to Hofstede’s cultural dimensions

Marketing mix of project "Eden" in Qingdao

Academic Paper 2018 10 Pages

Business economics - Offline Marketing and Online Marketing


Chinese and British consumer behavior differences with reference to Hofstede’s cultural dimensions

Word count: 3071 words

INTRODUCTION: Society and culture have always had impact on people (Hudson S&L, 2013); the latter is noticeable in consumer behavior where clientele from different parts of the world discern the same product and reply to the same marketing messages in totally opposing way. In fact, the consumer behavior represents merely that: the way in which different consumers select or reject certain product or service (Mullins and Dosser, 2013); it also considers their actions in the particular marketplace as well as the motives, standing behind them. In this regards, the Hofstede’s framework of six cultural dimensions gives profound explanation of the consumer behavior of people, belonging to non-identical cultures (Hofstede, 2001). Within the case of Eden project Qingdao the company managers need to understand and frame marketing mix for the diverse Chinese audience, so as to be able to influence their purchasing behavior.

BACKGROUND: The project in Qingdao is the first overseas attraction for the creators of Eden in Cornwall. As such it will resemble some of its features and will add new ones, including the theme of water and the world’s biggest indoor waterfall, almost identical at height to the Niagara Falls. Also, its major mission is to provide the park visitors with social and ecological advantages in time of worldwide ecological decay and social upheaval. Similarly to the Eden in Cornwall, that project will also focus on the themes of soil, water, sustainable farming, real food and biodiversity, exhibited by the plants and facilities that could be seen in the park (Edenproject, 2018).

CURRENT SITUATION: Hofstede’s six cultural dimensions is not only theoretical framework designed in order to establish cultural differences; in brief, they could be used as a link between the different cultures and the consumer behavior of the people representing them, highlighting the significant differences between Chinese and British consumer behavior. All of the dimensions are shown in figure 1, below and a brief explanation is provided to each of them.

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Figure 1. Hofstede’s dimensions (Hofstede, 2001)

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Figure 2. UK versus China comparison

1. Individualism versus collectivism dimension refers to consumer behavior in terms of high or respectively low motivation for impulsive shopping, as well as for large or small distinction from group. What is more that dimension also considers the swift or on the contrary slow manner of taking buying decision; last but not least, it also determines the innate trust and the inclination towards persuasion (Hofstede, 2001).



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Anglia Ruskin University
Hofstede dimensions Eden project marketing mix




Title: Chinese and British consumer behavior differences with reference to Hofstede’s cultural dimensions