Marketing Consultation and Brand Coaching

Posted by Jerry Gelsomino | Topic: Research

Reflection

9 Sep
2012

It's been several weeks since I've launched this blog to get your opinions and point of view about news articles and situations involving a quest for status or improvement of current standing in society by Asians.

While the community I am sending the inquiries to is today quite compact, I plan to enlarge the field of commentators by inviting my new cadre of students at university to join. Before I do however, I'd appreciate any comments by you on the content, clarity or appropriateness of my questions? Are you having any technical difficulties with the blog website?

Your opinions are crucial to the success of my studies.

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16 Jul
2012

A Chinese tour guide first let me in on the cultural legend. Then I saw it in print, quoting a Japanese press article titled, "The three most-wanted, a mirror of the economic situation." An unnamed cultural anthropologist had defined and recorded the materialistic desires of the Chinese consumer, reflecting the nation's increasing affluence and sophisticated wants. In the 1950s, it was a watch, bike and sewing machine; TV set, refrigerator and washing machine in the 1980s; phone, computer and air conditioning in the 1990s. I am told that the purchasing of such modern conveniences even pre-dated electricity in some regions.

Today as the selection of goods are so widely available throughout most of China, it is understandable that there is no longer a single, uniform wish-list. Housing, an automobile, and children's education would find a place on some tallies. Currently, Smartphone ownership in China totals 33% of the total population, and growing as the country has demonstrated a passion for going mobile, so the latest mobile phone technology would be high on other lists. And in Tianjin province, 85% of primary school students who received gifts for International Children's Day, asked their parents to give them brand-name sports shoes.

As our purpose is to follow and analyze materialistic desires as methods to gain or improve status through consumer behavior, we ask you, "If a nationwide survey was done today, what would be the three most sought after items by Chinese people?"

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16 Jul
2012

It's week 2 and there is a new inquiry to look at. You still can go to the blog home page and continue to review past discussions.

Have you seen the online video of the young woman throwing a childish tantrum in a Chinese car dealership, because her fiancé won't agree to buy the car she wants? In the video, she proceeds to climb inside the car she wants and drives back and forth inside the showroom until her fiancé pulls out his credit card and promises to buy the car?

http://www.youtube.com/watch?v=wIqvwZyNEmE

This incident was followed by many other YouTube videos asking men and women about what worldly possessions are important to a successful match relationship in China. There is also an interesting opinion on this event in an article titled, Money Honey: The cost of dating in China, from eChinacites.com.

http://www.echinacities.com/expat-corner/money-honey-the-cost-of-dating-in-china.html

For this week's discussion, what is your opinion? Is this a bit of sensationalism by a media outlet looking to spotlight the worst of Chinese consumer behavior, or are there a significant number of Chinese available singles seeking materialistic rewards from their partners rather than love?

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