신흥 시장의 신제품 도입에 있어 소비자 특성이 추구 편익 및 속성 중요도에 미치는 영향 - 중국 소비자를 대상으로

As emerging markets evolve from the periphery to the core of marketing practice, we will need to contend with their unique characteristics. Just as the last century was all about marketing in the advanced countries, this century is likely to be that in emerging markets. The growth of emerging markets offers great opportunities to global companies. Most emerging markets are highly local, suffer from inadequate infrastructure and shortage of resources. Therefore we have to consider different marketing practices when new product introductions in emerging markets. In this research we explores how susceptibility to global consumer culture, subjective knowledge affect consumer's sought benefit. Then we found the relationship between sought benefit and importance of product attribute. For this we surveyed Chinese young global consumers. Based on the literature review the proposed model of several latent construct is tested with multiple regression analysis. As a proper survey product we select coffee franchise which shows great growth in China. The result suggest that both susceptibility to global consumer culture and subjective knowledge positively influence consumer's sought benefit. We also found benefit is highly related with product attribute. Several implications for global marketing messages and marketing strategies are discussed.