This dissertation explores individuals' approaches to information search and use in consumer decision making in two dissimilar cultures: China and North America. The research consists of two exploratory studies designed to develop a deep description of information search and use in each of the two cultures studied. Since the two cultures are so different, the research also examined cultural dimensionality and the specific dimensions that appear to impact information search and use in each culture. In addition, the studies probed the implications of these findings for other stages of consumer decision making in Chinese and North American culture. / The dissertation utilizes primarily qualitative approaches to investigate the topic in an interpretive fashion. Throughout the research, an emphasis is placed on a multi-method approach in an attempt to develop descriptions and theories of information search and use for the two cultures being investigated. The Chinese study was directed from a base in Beijing, China, and the North American study was directed from two bases in Montreal, Canada, and Boston, Massachusetts. The two studies each utilize three product categories chosen to maximize understanding of information search and use characteristics of each culture. The methods employed include focus groups and interviews, observation, content analysis, and store layout and product availability analyses. / The contributions of this research are both theoretical and practical. The dissertation provides a deeply descriptive study of information search and use for two disparate cultures. In addition, the insights gained from the two separate studies should lead to a better understanding of the role culture plays in information search and use more generally. Moreover, the research should help managers to adapt their promotional efforts to the differing cultural needs of two disparate cultures, and to understand how differences in information search and use between cultures can impact other phases of the decision making process, such as the evaluation of alternatives and post-purchase satisfaction.

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published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / China Area Studies / Master / Master of Arts

published_or_final_version / Housing Management / Master / Master of Housing Management

by Ngai Wing-piu, Horace, Pok Tak-fai, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 118-120. / Chapter 1.0 --- Introduction --- p.1 / Chapter 1.1 --- Motivation of Study --- p.1 / Chapter 1.2 --- Study Objective --- p.2 / Chapter 1.3 --- Method --- p.4 / Chapter 1.3.1 --- Phase One --- p.4 / Chapter 1.3.1.1 --- Questionnaire Design / Chapter 1.3.1.2 --- Sample Design / Chapter 1.3.1.3 --- Data Gathering / Chapter 1.3.2 --- Phase Two --- p.7 / Chapter 1.3.2.1 --- Focus Group Sessions / Chapter 1.3.2.2 --- Questionnaire Design / Chapter 1.3.2.3 --- Sample Design / Chapter 1.3.2.4 --- Data Gathering / Chapter 1.4 --- Limitations of the Study --- p.10 / Chapter 2.0 --- Overview of the cosmetics industry in the People's Republic of China --- p.12 / Chapter 2.1 --- History of cosmetic industry in PRC --- p.12 / Chapter 2.2 --- Environmental Analysis for the Cosmetics industry in Shanghai and Guangzhou --- p.13 / Chapter 2.2.1 --- Cultural & Economic Factors --- p.13 / Chapter 2.2.2 --- Government --- p.16 / Chapter 2.2.3 --- Customers --- p.19 / Chapter 2.2.4 --- Competitors --- p.21 / Chapter 3.0 --- Preliminary Study --- p.23 / Chapter 3.1 --- Literature Review --- p.23 / Chapter 3.2 --- Profile of the First Survey from Shanghai and Guangzhou --- p.26 / Chapter 3.2.1 --- Data Gathering --- p.26 / Chapter 3.2.2 --- Summary of the First Survey --- p.26 / Chapter 3.2.2.1 --- Demographic Summary / Chapter 3.2.2.2 --- Monthly Expenses on Cosmetic / Chapter 3.2.2.3 --- Overall Brand Awareness of Import & Joint-Venture-Made Cosmetics / Chapter 3.2.2.4 --- Media Effectiveness / Chapter 3.2.2.5 --- Categorization of the Cosmetic Products / Chapter 3.2.2.6 --- Consumption Level of Each Product Category / Chapter 3.2.2.7 --- Distribution Channel / Chapter 3.2.2.8 --- Brand Break-down of Skin Cream/Lotion Category Consumption / Chapter 3.2.2.9 --- Crosstabulation of Cosmetic Expenses by Occupation / Chapter 3.3 --- Conclusions --- p.40 / Chapter 4.0 --- In-depth Study --- p.42 / Chapter 4.1 --- Focus Group Session Summary --- p.44 / Chapter 4.2 --- Result of the Second Survey --- p.47 / Chapter 4.2.1 --- Survey Profile --- p.47 / Chapter 4.2.2 --- Consumer Awareness on Various Brands --- p.47 / Chapter 4.2.3 --- Consumption Pattern and Shopping Behavior --- p.51 / Chapter 4.2.3.1 --- Skin Cream/ Lotion Users and Non Users / Chapter 4.2.3.2 --- Consumption Pattern of Skin Cream/ Lotion / Chapter 4.2.3.3 --- Shopping Behavior / Chapter 4.2.4 --- Psychological Set of the Skin Cream/ Lotion Users --- p.59 / Chapter 4.2.4.1 --- Brand Loyalty and Brand Switching / Chapter 4.2.4.2 --- Communication within Groups / Chapter 4.2.4.3 --- Influence of Salesladies / Chapter 4.2.4.4 --- Effectiveness of Various Promotional Methods / Chapter 4.2.4.5 --- Relative Importance on Various Product Attributes / Chapter 4.2.5 --- Consumer Attitudes on Selected Brands --- p.69 / Chapter 4.2.5.1 --- Multiattribute Model for Brand Evaluation / Chapter 4.2.5.2 --- Products Positioning / Chapter 4.2.5.3 --- Intention to Buy / Chapter 4.2.6 --- Media Habits and Share of Voices for Various Brands --- p.77 / Chapter 4.2.6.1 --- Broadcasting Media / Chapter 4.2.6.2 --- Printed Media / Chapter 4.2.7 --- Conclusion --- p.83 / Chapter 5.0 --- Marketing Guidelines for Skin Cream/Lotion in PRC / Chapter 5.1 --- Market Segmentation and Product Positioning --- p.85 / Chapter 5.2 --- Pricing --- p.87 / Chapter 5.3 --- Promotion --- p.87 / Chapter 5.4 --- Distribution --- p.88 / Chapter 5.5 --- Optimal Mix --- p.88 / Chapter Appendix I --- Questionnaire of First Survey --- p.89 / Chapter Appendix IIA --- Questionnaire of Second Survey (English) --- p.95 / Chapter Appendix IIB --- Questionnaire of Second Survey (Chinese) --- p.106 / Chapter Appendix III --- Break Down of Other 8 Category Consumption --- p.113 / Chapter Appendix IVA --- Summary of Demographic Data of Participants --- p.115 / Chapter Appendix IVB --- Demographic Summary of Respondents --- p.116 / Chapter Appendix IVC --- Crosstubalation Industry by Nature of Job --- p.117 / Chapter Appendix V --- Bibliography --- p.118

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / abstract / toc / China Area Studies / Master / Master of Arts