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Multicultural Marketing Campaign Essay

839 words - 4 pages

Health Promotion in China through import / Health and Wellness Product Trade / America products scope in China
Abstract:
Knowledge is one of the dynamic forces of the wellness revolution, and in present societies there is an increasingly health-literate conscious population. The secure flow of health education and health advancement from the public segment over the last 30–40 years has really contributed to significant shifts in how present societies view health, and it seems that now this influence is felt most strongly in the health square. Everything is changing in this world, both Chinese culture and buyer behaviors. Because of a long time starvation for latest things in the past, ...view middle of the document...

Changing routines and uneven diets are leading to an increase in health-related harms among the general Chinese population. As a result, an aggregate number of people in China are becoming more health-conscious. Generally better living standards have moved people's focus from satisfying basic needs to chasing a higher quality of life, creating significant chances in the market particularly for health and wellness products. Currently, four of the ten most-advertised brands in China are health-oriented products such as wellness products. According to Mintel International, there were 2150 new health and wellness products introduced in the Chinese market between January 2009 and July 2010.
The "Mianzi” and “Guanxi” cultures influence a lot in buyer behavior in China. The term of “Mianzi” issue means that the Chinese expect others think them rich, liberal, and have good flavor, etc., no matter whether they are or not. This culture certainly promoted a extravagance consumption wave in China. Some research found that the Chinese are seen as having a low level of participation when purchases are for private intake but a high level of participation when they are buying products for their social or emblematic value. Since the Chinese seriously value social congruence and smoothness of relationships within the extended family, the social consequence of products are highly important be it to direct status, appreciation, consent or even disapproval (Jiang, 2005). “Guanxi” culture is another aspect that results in luxury consumption in China. According to Chinese culture, an actual way to maintain a long-term good bond is...

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