Honors College Thesis
 

An Analysis of Food Product Marketing Strategies in American and Chinese Companies from the Perspective of Consumer Culture Theory

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https://ir.library.oregonstate.edu/concern/honors_college_theses/8g84mn981

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  • Today’s marketing researchers provide incredible depth of information which explains much consumption behavior in the marketplace. Research into consumer behavior, especially the family of research related to consumer culture theory, provides theory on which cultural phenomena motivate consumers to exhibit the patterns they do in the marketplace. This study uses theories of consumer behavior as a framework to analyze interviews conducted with American and Chinese executives in the food industry. Using Consumer culture theory as a theoretical lens, I extrapolate common branding tactics American and Chinese firms use to influence consumers within their target markets. The themes regarding successful business strategies presented in this study support several existing theories of consumer behavior research, including theories of the creation of consumer positions and cultural basis of branding.
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