Consumer Behavior Presentation

Group Members:
 M. TAYEB WAHEED (BB17224)

 NAVEED DHILLAM (BB17246)
 UZAIR ASIF (BB17223)
 SUFYAN TAHIR (BB17245)
Introduction:
 China, officially the People's Republic of China, is a country in East
Asia and is the world's most populous country, with a population of
around 1.428 billion.
 Covering approximately 9,600,000 square kilometers, it is the third
largest country by area.
 The population growth rate of China is 0.6%.
 Sex Ratio in China comprises 48.7% Females and Males 51.3%.
 The Male to Female sex ratio is 1.05.
Population Pyramid:
Age Structure:
China’s Urban Population:
Currently, 59.7 % of the population of China is urban.

Life Expectancy in China:
The life expectancy rate in China is 77.5 years.

Language:
The official dialect of China is Mandarin, also called "Putonghua".

More than 70% of the Chinese population speaks Mandarin, but
there are also several other major dialects used in China: Yue
(Cantonese), Xiang (Hunanese), Min dialect, Gan dialect, Wu
dialect, and Kejia or Hakka dialect.
Chinese Words English Meanings
Ni Hao Hello
Xingfu Happiness
Ai Love
Mao Cat
Weixiao Smile
Shi Yes
Xiexie Thank you
Zaijian Goodbye
Nonverbal Communication in
China:
 The Chinese greatly advocate for peace and collectiveness, and they
rely on tonal voice, facial expression, and posture to know how the
person is feeling.
 The Chinese are greatly influenced by Confucius’s philosophical
thinking, they’re more reserved and their gestures less expressive.
 Frowning when someone is speaking can be viewed as a way of
disagreement.
 It is also disrespectful to be staring into another person’s eyes and in
crowded scenarios the Chinese avoid eye contact to provide some
privacy to themselves.
Gestures:
 Polite nods are common when greeting someone. There are a few
specific gestures which hold different meaning in China than in other
cultures.
 Placing the forefinger to the lips and creating a “shah” or “shh” sound
resembles hissing and represents disapproval in China, more severe than
its meaning of silence in the United States.
 To beckon someone to approach you in China, the gesture is a hand
extended toward the person with the palm down, moving the fingers back
and forth. This is often confusing to Americans, as it appears as if the
person is waving goodbye. The American beckoning gesture, an upward-
facing palm with the index finger moving back and forth, is considered
offensive in China as they avoid pointing with one finger.
Touching:
 The Chinese people prefer not to be touched, but it is accepted in

public places when not avoidable.
 Withthe same gender and close friendship, there can be touching,
and women can hold hands and walk arm in arm.
 Young couples in cities like Beijing are often affectionate in public,
which is a change from previous generations.
Space:
 Minimal physical contact is much preferred but in the public area, it

is accepted that crowds force people close together leaving no
personal space.
 In private, formal recognition of space is the norm, particularly for
the elderly who are treated with deep respect.
 Attitudes toward physical contact are gradually becoming less low-
contact in China and other Asian countries. A study concluded that
“Asian couples were far less likely to walk with arms around one
another than were Latin couples.”
Color Symbolism in Chinese
Culture:
Red – Fire: Red is an auspicious as well as a popular color in Chinese culture. It
symbolizes luck, happiness and joy. If you are doing business in China, make use of bit
of red in marketing, but not too much.
Yellow – Earth: Yellow is an imperial color representing power, royalty and prosperity

in traditional Chinese color symbolism. Today, yellow is symbolic of adult content in
publications in China. So, do be careful when using yellow, particularly for brand
marketing.
Blue – Wood: Blue represents the Wood element and also symbolizes spring,
immortality and advancement. Blue can be used quite liberally in case of marketing
product or service.
Black – Water: As surprising as this might seem, Water element is not represented by
Blue, but with Black. Black color in Chinese culture is associated with destruction,
evil, profundity, disasters, cruelty, sadness and suffering. It is bad fortune and must
not be worn to auspicious occasions like weddings. The Chinese word for black is
‘hei’ which itself stands for bad luck, irregularity, illegality etc. Avoid using black in
your brand marketing.
White – Metal: White stands for the metal element and also symbolizes purity in
Chinese culture. However, in some instances, it is associated with death and is the
color worn at funerals. Today, white is a popular color in cars in China and (along
with black) is used widely for making consumer goods such as watches, cells phones,
clothes etc. Be judicious in using white in marketing and avoid wrapping presents in
White paper when gifting them to someone.
Events:
Spring Festival: Chinese New Year (within
15 days of January 25) is also called Spring
Festival. It is the most important festival to
Chinese people. Chinese celebrate the
upcoming year with hopes toward luck and
prosperity. Festivities include holding a
family dinner, the exchange of red envelopes
(with money), fireworks, dancing, and
elaborate decorations! Many Chinese will
hang red items and decorations around for
luck as well.
Tomb Sweeping Day:
Tomb Sweeping Day known as “Qingming,” the tomb sweeping day is

celebrated on April 3-5 in order to show respect for ancestors.
Traditionally, the days are spent sweeping the tombs of family to clean
them while offering food and burning incense and paper money.
Dragon Boat Festival:
Held on the 5th day of the 5th Chinese month, this 2000 year old
festival features dragon boat racing, eating plenty of zongzi, and
honoring Qu Yuan. Part of the celebrations also include herbal baths,
perfume pouches, and colored string bracelets worn by children for
good luck.
National Day:
A celebration to commemorate the inauguration of the People’s

Republic of China makes for October 1-7 to be deemed the Chinese
“Golden Week.” Through flag raising ceremonies, fireworks, and
extremely heightened tourism, the Golden Week is full of excitement
and reuniting families. Despite all of the excitement, this is also a week
many Chinese use to rest and relax with family and friends.
Lantern Festival:
The 1st feast of Chinese New Year celebrated on the 15th day of the 1st
Chinese lunar month is one of spectacular lights and festivities. The
lantern festival marks the end of the Spring festival, or Chinese New
Year. Chinese celebrate with lantern riddles and beautiful dances with
lions and dragons.
Chinese Consumer behavior of
Different Groups:
Consumers born before 1960 can be divided into two
subgroups, frugal retired and wealthy retired. Both of these groups
grew up in tough and difficult times. However, the frugal retired did not
receive a systematic education and worked at state-owned enterprises.
As a result, this group is very price sensitive. The wealthy retired
primarily worked in government and government-funded enterprises
that in general provided higher wages and retirement benefits. For this
reason, they are less price sensitive than the frugal retired and care more
about quality than cost.
Different Groups:
Consumers that grew up during (1966 – 1976), can also be divided into
two subgroups, frugal forties, and wealthy forties. Both of these groups
grew up in the early stage of the reform era, and hence they swing
between traditional and new trends. The frugal forties generally work in
various companies – state-owned, private, and foreign-invested
companies. They usually earn modest incomes. On the other hand, the
wealthy forties generally have higher wages and are hence more willing
to pay for premium quality products. They have a higher propensity for
spending money on entertainment, groceries, travel, and high-quality
healthcare products.
Different Groups:
The next group of Chinese consumers can be termed as the thirties.

This group is characterized by having grown up in a more open
environment and being well-educated. This group of consumers save
less and spend more money on entertainment. This group is likely to
spend a significant amount of money, as members of this group will
have to provide for their parents, their children, and themselves.
Different Groups:
Consumers in the first generation of the one-child policy

henceforth referred to as the twenties have the opposite shopping
habits of their parents. They are less inclined to save their money and
spend a larger proportion of their wages on various products and
services. They are particularly fond of trendy products and more often
use online shopping to purchase goods.
Different Groups:
Migrant workers, who are generally 25-45 years old are rural
residents who moved to the city to get work to provide for their rural
families. This group has more in common with the older generations, as
they are very price sensitive and more inclined to accumulate wealth
rather than spending it. However, this group is projected to grow in
wealth, and as this group grows in wealth and becomes integrated into
the urban economy its members will be more inclined to spend their
money.
Different Groups:
The last group of Chinese consumers, “the wealthy”. This group is
concentrated in large urban areas, such as Beijing, Guangdong, and
Shanghai, which houses about half of the members of this group. This
group is the least price sensitive group and the most willing to spend
money on premium quality products. This group of consumers is
particularly attracted to imported products.

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Group Members:

 M. TAYEB WAHEED (BB17224)

Currently, 59.7 % of the population of China is urban.

The life expectancy rate in China is 77.5 years.

The official dialect of China is Mandarin, also called "Putonghua".

 The Chinese people prefer not to be touched, but it is accepted in

 Minimal physical contact is much preferred but in the public area, it

Yellow – Earth: Yellow is an imperial color representing power, royalty and prosperity

Tomb Sweeping Day known as “Qingming,” the tomb sweeping day is

A celebration to commemorate the inauguration of the People’s

The next group of Chinese consumers can be termed as the thirties.

Consumers in the first generation of the one-child policy

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