Chinese consumer’s perception and purchase intention: a case study in the confectionery industry

China has not only become one of the world’s major trading nations with surging exports, but it has also become one of the most sought after emerging markets in the world for a variety of consumer as well as industrial products. While most of the efforts have concentrated on the economic and industry conditions that influence investment and business decisions in China, little research has focused on Chinese consumers. In particular, few research efforts have explored Chinese consumers’ attitudes towards foreign-sourced products. This thesis partly addresses this deficiency by investigating how Chinese consumers evaluate foreign-made products. Specifically, it tries to find out what images a particular foreign product, Amarena Fabbri, that belongs to the Italian tradition and food industry, might raise in the minds of the Chinese consumers and how such images influence their product evaluation and purchase decisions. The kind of research could be very helpful in gaining insights into consumer behavior in China which may help Western businesses to better market their products in this increasingly crowded environment.