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Little Emperors?: The Young Chinese Consumers' Behaviour and Views on Brands
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
2007 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
Uppsala: Företagsekonomiska institutionen , 2007. , 58 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-8980OAI: oai:DiVA.org:uu-8980DiVA: diva2:132029
Uppsok
samhälle/juridik
Available from: 2008-05-07 Created: 2008-05-07

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