Understanding Chinese Consumers

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Understanding Chinese Consumers

Professor Cai introduces the uniqueness of Chinese consumers and analyzes new consumption patterns after the pandemic.

Applicants: 354

¥680

Enroll

THIS COURSE IS INCLUDED IN Doing Marketing in China Certificate Program

Time commitment:

2-3 hours/week, 2-4 weeks

Pace:

Self-paced

Subject:

Marketing

Language:

English

Level:

Introductory

Topic (s):

Consumer Behavior

About this course

By using typical shopping scenarios and short cases, this course focuses on Chinese consumers' unique characteristics and behavioral patterns. Furthermore, this course also discusses how cultural elements and situational factors (e.g., the pandemic) shape Chinese consumer behavior.

What you’ll learn

Key features of Chinese consumers
General behavioral patterns of Chinese consumers
Analysis of the typical shopping scenario – double 11 shopping festival in China
The impact of culture on Chinese consumer behavior
Psychosocial changes in Chinese consumer and new consumption patterns after the pandemic
Future trends of Chinese consumption patterns

About the instructor(s)

Fengyan Cai

Professor & Vice Dean at Antai College of Economics and Management of Shanghai Jiao Tong University

Syllabus

Session
1

Uniqueness of Chinese Consumers – An Individual Perspective

This session explains how China market is different and introduces four key features of Chinese consumer behavior through the analysis of a typical shopping scenario – double 11 shopping festival in China, which could perfectly reflect Chinese consumers' uniqueness.
Session
2

Uniqueness of Chinese Consumers – A Cultural Perspective

This session further illustrates the unique characteristics of Chinese consumers from a cultural perspective. It specifically discusses how culture might shape consumer behavior through case analysis of Toyota SUV model – Prado.
Session
3

New Consumption Patterns After the Pandemic

This session focuses on three new consumption patterns after the pandemic – avoid uncertainty, accept any digitalization and please oneself. Professor Cai also discusses the future trends of Chinese consumer behavior, including attitude in daily consumption, emotional consumption, green consumption and grey economy.
Session
4

Understanding Chinese Consumers Quiz

Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.

REVIEWS

5 Ratings

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Ronald Nordqvist watched
Aug 15, 2024 22:33:41

An interesting course with a good pedagogical structure.
Ayman watched
Jun 19, 2024 04:35:17

Very good ,It is a great lecturer .understanding Chinese consumers involves recognizing their digital behavior, price sensitivity, brand preferences, and the impact of COVID-19 on e-commerce patterns. Businesses can tailor strategies accordingly to thrive in this dynamic market!
Mariam Khatiashvili-Gurgenidze watched
May 10, 2024 00:58:51

I enjoyed the course, it gave me insight into Chinese consumer behavior. I wish to attend Professor Fengyan Cai's lectures in person.
ftomah95 watched
Apr 13, 2024 17:35:14

Excellent Presentation
Agustina Figueroa Valdes watched
Jul 8, 2023 14:23:51

Excellent. Very interesting insights about chinese consumption.