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dc.contributor.advisorMather, Damien
dc.contributor.authorSai, Wenwei
dc.date.available2015-05-18T00:21:09Z
dc.date.copyright2015
dc.identifier.citationSai, W. (2015). The evaluation of milk brands both in the consumers’ minds and the market in China (Thesis, Master of Business). University of Otago. Retrieved from http://hdl.handle.net/10523/5669en
dc.identifier.urihttp://hdl.handle.net/10523/5669
dc.description.abstractThe economist has predicted that the consumption of goods and services in China has been steadily increasing every year (Paul Hubbard, Hurley, & Sharma, 2012) and therefore China has become an attractive market for both local and international businesses. Brands are playing an important part in the lives of Chinese consumers. The current study aims at bringing together the concept of brand salience and double jeopardy to understand the brand choices of consumers in China, specifically the choices and evaluations with respect to milk brands. This research will mainly focus on brand salience and double jeopardy, in the background of consumer based brand equity. Brand salience and double jeopardy are really useful methods of analysing consumer market, especially by using them together. However, they have not drawn proper attention in the past few years. In short, the theory of brand salience helps us to explain which element of the brand attracts consumers to buy. Double jeopardy shows a not well-known but a true fact, which is a smaller/less popular brand has less-loyalty customers, compared to a bigger/more popular brand. These theories can help us look beyond the surface. By using them properly, both poor performing brands and miscategorised brands can be diagnosed. Therefore, this research area needs more research. The result of the research will benefit both academic and commercial domains. The research methodology consists of both quantitative and qualitative approaches. This paper chose milk brands in China as the research object. The original reason for choosing this topic is that Chinese dairy safety still gets a lot of public attention in the world, even 6 years has passed after the melamine scandal. 7 individual interviews were done to get a broad view, followed by 270 surveys handed out in dozens of cities in China. The findings of the study revealed the existence of brand salience and double jeopardy in the category of milk in China. Suggestions are made for future research, and the managerial implications are discussed.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectbrand salience
dc.subjectmilk brands
dc.subjectdouble jeopardy
dc.subjectNBD-Dirichlet model
dc.titleThe evaluation of milk brands both in the consumers' minds and the market in China
dc.typeThesis
dc.date.updated2015-05-18T00:00:32Z
dc.language.rfc3066en
thesis.degree.disciplineDepartment of Management
thesis.degree.nameMaster of Business
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
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