An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands

Table of Contents

Chapter 1 A General Introduction

1.1 Introduction

1.2 China Automotive Market

1.3 German Luxury Car Brands in China

1.31: A short Introduction

1.32: Localized Market Communication Strategies

1.4 Understanding the Chinese Costumer

1.41: Introduction to Chinese Consumers

1.42: Chinese Generation Y

1.43: Common Features of Chinese Consumer Behavior

1.44: Bates 141 research of the “The Changing Chinese Car Consumers”

Chapter 2 Theoretical Background

2.1 An introduction to Marketing Communication

2.11: An Introduction to the Process

2.12: The Marketing Communication Task

2.13: The Marketing Communication Mix

2.2 Buyer Behavior

2.21: Information Processing

2.22: Decision-Making Process

2.3 Local Customers

2.31: Understanding Local Consumers

2.22: Consumer Markets

Chapter 3 An Empirical Investigation

3.1 Previous Case Studies

3.2 Scenario

3.21: Location

3.22: Target Group

3.23: Incentive

3.3 Methodology

3.31: Research Method

3.32: Question Design

3.4 Findings

3.41: Car Consumer Profile

3.42: Usage of Mass and Personal Communication Channels

3.43: Car Consumer Decision Making Process

3.44: Car Consumer Behavior in light of Bates 141 Research Findings

3.45: Car Consumer Acknowledgement of German Luxury Car brands

Chapter 4 Implication of Findings and Conclusion

4.1 Implication of findings

4.11 The Chinese Generation Y Car Consumer – My theory

4.22: The Link to Marketing Communication of German Luxury Car Brands

4.2 Conclusion

Research Objectives and Themes

The primary objective of this dissertation is to investigate the car purchasing behavior of the Chinese Generation Y demographic and to develop effective marketing communication strategies tailored for German luxury automotive brands operating in China. The research seeks to understand how this specific consumer group processes information, utilizes communication channels, and forms purchasing decisions, ultimately bridging the gap between current brand positioning and the evolving values of the younger Chinese generation.

• Evolution of consumer behavior in the Chinese automotive market.
• Information processing and decision-making patterns of Generation Y.
• Strategic application of marketing communication tools for luxury branding.
• Comparative analysis of German luxury car brands in the context of Chinese cultural characteristics.

Excerpt from the Book

Summary of Chapters

Chapter 1 A General Introduction: Provides an overview of the Chinese automotive market, the positioning of German luxury car brands, and introduces the characteristics of the Chinese Generation Y consumer.

Chapter 2 Theoretical Background: Examines foundational concepts in marketing communication, buyer behavior, and information processing, while highlighting differences between emerging and mature markets.

Chapter 3 An Empirical Investigation: Details the field study conducted at Tongji University, presenting findings on Generation Y’s purchasing criteria, communication preferences, and brand awareness.

Chapter 4 Implication of Findings and Conclusion: Synthesizes the empirical results into a proposed theory and practical marketing communication plan for German luxury car brands targeting the Chinese Generation Y.

Keywords

China Automotive Market, Chinese Consumers, Chinese Generation Y, German Luxury Car Brands, Marketing Communication, Mass Communication, Personal Communication, Decision Making Process, Consumer Behavior, Brand Strategy, Market Segmentation, Empirical Investigation, Luxury Goods, Automobile Industry, Youth Market

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis focuses on investigating the car purchasing behavior of the Chinese Generation Y and determining how German luxury car brands can successfully adapt their marketing communication strategies to engage this demographic.

Who is the target audience of the study?

The target audience identified for this investigation is the Chinese Generation Y, specifically students and young professionals aged 18-25 in the Shanghai area.

What is the central research question?

The research asks who the new Chinese consumer is, what influences their decision-making process when choosing a luxury car, and how marketers can effectively communicate a car product to them.

Which methodology was employed for the research?

The author utilized a quantitative research methodology, conducting an empirical investigation through surveys distributed to students at Tongji University in Shanghai.

What key themes are addressed in the main body?

The main body covers the history and status of the Chinese automotive market, theoretical frameworks of consumer behavior and marketing communication, and an empirical analysis of specific purchasing criteria and media usage.

Which keywords best characterize the research?

Key terms include China Automotive Market, Chinese Generation Y, German Luxury Car Brands, Marketing Communication, and Consumer Decision Making Process.

How does the "face" concept influence Chinese consumers?

The study highlights "face" (mianzi) as a significant motivator, where individuals purchase luxury goods to maintain or enhance their social standing and self-image, often influenced by group norms.

Why are German luxury brands like Porsche or BMW appealing to the target group?

These brands are perceived as high-quality, safe, and status-awarding, which aligns with the aspirational and social-seeking behavior of the Chinese Generation Y, despite their evolving focus on value for money.