This doctoral thesis thoroughly compares the shopping behaviors of Chinese and French consumers in the cosmetics market across multiple channels. The research findings highlight cultural differences in various areas, such as predictors of attitude, channel usage, and the impact of cultural values like time orientation and individualism. Download this thesis to get practical advice for tailoring strategic choices to each target market and maintaining an advantage in the global cosmetics market. It offers possibilities for more research and has a substantial methodology.
Key highlights of the thesis:
- Comparison of shopping behaviors across multiple channels
- Comparison of shopping behaviors across multiple channels
- Analysis of cultural differences in predictors of attitude
- Insights into the impact of time orientation and individualism
- Actionable strategies for adapting to each target market
Key benefits of this thesis:
- Comprehensive examination of cultural variations in purchasing habits
- Actionable insights for adapting strategies to Chinese and French markets
- Comprehensive Methodology for cross-cultural consumer research
- Potential areas for future research in multichannel shopping behavior