Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
In the past ten years China has had a GDP growth of an average of ten percent per year,
meaning that the living standard has improved. This connected to the One Child Policy which
came into effect 1979 has resulted in a One Child Generation. These children are believed to
be very individualistic, influence by the West, luxury brand oriented and spoiled, hence called
the “little emperors”. The purpose of this thesis is to investigate whether the so called “little
emperors” exists and, if so, do they behave differently than previous generations and is this
related to the fact that they are the only child in the family? The focus will be on brand loyalty
and price consciousness. We have conducted a quantitative study in Beijing, China, 185
survey responses have been processed and analyzed. From the analyzed material we draw the
conclusion that there is not a big difference between the One Child generation and the
previous generations, additionally the so called “little emperors” at least in our does not exist.
Another surprising result is that around 40 percent of the respondents had siblings, which in
other words means that Chinas One Child policy has not resulted into a One Child market.
Uppsala: Företagsekonomiska institutionen , 2007. , 58 p.