Exploring the consumer habits of the Carrefour buyers in Hangzhou, China

Abstract

This study examines the consumer behavior in the Carrefour Supercenter of Hangzhou, China, in the attempt of finding results that will display the shopping patterns of an evolving clientele. The city of Hangzhou is one of the cities with the highest per capita income, and because of its proximity to Shanghai it has been used as a test city before introducing products to mayor markets. Using observation as the main tool for such an analysis, the research considered a sample of consumers seeking to detect their shopping patterns, furthermor, a number of interviews generating useful information for strategic decisions was performed. The results show information about attitude towards promotional stands, the demographic characteristics of the consumer and the way of choosing products, among other variables. Additionally, it is verified that the Chinese culture impacts every aspect of the average People´s Republic of China (PRC) consumer.

Keywords

• hábitos de consumo
• hipermercados
• Carrefour
• China