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Cultural Affects on Chinese Consumer Behaviors
Yi-Miao Lee
EAP 1851.007S15
Professor Gwen Hemmelgarm
April 11, 2015
ABSTRACT
As many of people know a culture shapes people’s mind and brain.
That is more important
to know a culture influence in people’s lives and how the culture influence people making decision
when they were shopping. Consumers purchasing goods everyday, and how do they decide to
buy this goods not other goods.
behaviors?
What the impact of cultural factors on consumer buying
People may have different point of views on this question.
Thus, this study
investigates what kinds of cultural that have great impact on consumer making-decision and how
a company should make a strategy to enhance its market competitiveness in Asian.
The article
also mentions about Chinese and Western culture difference.
Introduction
Cultural reforms when groups of people live together.
In a society, people will shape by the
environment or influence by the people who surround by them.
In Chinese cultural, people
focus on collectivism rather than individualism. Most of Chinese countries intend to focus on
group orientation instead of personal orientation.
harmony.
Chinese societies care much about a group’s
In Chinese society, family is view as small society and it is important to keep the
harmony with each member in one family.
Furthermore, each member has his obligations toward
everyone, for instance young member should respect elder and people should have loyalty to each
member in their family.
In the most studies of individualism-collectivism of Chinese cultural,
the whole society is more collective and group orientation (Hofstede, 1984; Leung and Bond,
1984; Shenkar and Ronen, 1987; Lockett, 1988).
In 1978, the development of economy began to establish in Asia (Mun 2001), the Chinese
people began to dominate the consumer market around the world.
Moreover, Chinese culture has
great influence in the markets and Chinese markets are great difference compared with Western
markets.
In Chinese cultural, consumers are more likely to purchase goods that are commonly
viewed in their society rather than distinctive goods compared with western country.
culture influence Asian consumer so deeply?
What
Because Chinese cultural tends to emphasis on
collectivism which means consumer may influence by their family, friends, peers and society.
Thus Cultural dominants consumer when they are shopping.
Cultural impacts consumer
behaviors such as social aspects, human relations, psychological aspect and religion relief in
Chinese culture.
Social Aspects
According to Hofstede (1994), Chinese people who live in collectivist societies, their children are
expected to learn and to respect the family members. When children become age 18 or higher,
they are expect to stay with their family members and to protect their family. Moreover, when
their families have trouble, they have responsibility to solve the problem.
children learn very differently.
However, in Western,
A child is expects to learn and think by himself.
They are
expecting to live by themselves and no longer need their family to protect them; and they also do
not have to loyal to their family.
However, western tend to focus on “individualism”, people in
this groups are more individual-oriented than a groups of people (Hofstede, 1994).
Besides,
Asian consumer behaviors are great influence by cultural (Keown, 1989; Kim & Littrell, 2001;
Timothy, 2005; Tosun, Temizkan, Timothy, & Fyall, 2007). The main aspect of the consumer
behavior is based on the Confucian collectivist tradition.
The culture can be divides into
collectivism. Collectivism is a group of people prefers to have same behavior as other people do.
As economic growth so rapidly in China, Chinese is not just famous for its cheap labor but its
massive consumer markets (Morrison, 2014).
The consumer market of China is growing so fast
that many companies try to enter the Chinese market.
However, some international companies
failed to enter the new market because they did not consider cultural factors and so on.
In Chinese
market, people are highly seeking for high quality goods and they are willing to pay extra money
for the products.
In Chinese markets, consumers are looking for the greater value and higher
quality products.
This shows Chinese markets has great evolution and became price-oriented
markets.
Consumers are seeking diverse goods, which means they are eager the markets give
consumer more options than before.
When Chinese consumers, they are focus on the quality of
products instead of money they spent, companies should develop new and high quality products.
Although consumers are willing to spend a lot of money or extra money for one goods, they are
also expecting to get higher treatment.
Besides, international companies may need to change
their strategies to their product and make their products specifically in Chinese market.
For
instance, at the beginning of Oreo, it only had 3 percent of market in China, and afterward they
made change with their products.
They reduced the amount of sugar in the cookies and changed
the package designs that meet the Chinese consumer preference. The company also innovated
new products in China and its market share growth from 3 percent to 13 percent
(Park and Vanhonacker 2007).
Human Relations
As Confucianism is the key factor in Chinese cultural, it also plays a crucial role in Chinese
family. Based on Confucianism, Chinese family must obey the rule of order. Each family
member should respect each other, and the relationships between families members should not be
violate. According to the hierarchy, people are different base on their generation, gender and age.
Each person has his duty and liability in the family and the elder people have higher status and the
seniors are better than younger people; male are superior to female to make decision (Baker 1979).
In Chinese cultural, male dominate most of decision-making and they are responsible to provide
expenditure to their family. However, nowadays in Chinese society fewer children are born due
to one-child policy, daughters are view as the same as sons. Hence, the sex roles have great
impact on consumer buying behavior.
Women are become more important.
Female have
higher social statues, and they are also have higher education degree and have same job
opportunities as male do. Besides, they also have the ability to earn money and they are no longer
depending on their family.
Thus, in Chinese, female tend to spend lots of their income instead
of saving money, and as the result Chinese female play a crucial role to making decision when
they are purchase goods. According to a survey in 2011 by Women of China Magazine, female
are the major groups to make decision when they purchase household appliance and daily supplies
for their family. The research also indicates that 60 percent of the female’s income spent on
consumption in 2011. Chinese female consumers do not only purchase goods for themselves,
but also spend money on their family. Consequently, female’s first choice may became very
important to the market such as they determine the pattern of ties to their husbands, they also
decide what kind of education their children should receive and what kind of health products are
better for their parents (Nielsen 2011).
However in Chinese cultural, people in different social
statues come up with different consumer behaviors. The rich people have wealth more than 13
million dollars.
These groups of people purchase products with higher standard.
looking for higher quality and special design of products.
They are
The purpose of purchasing products
from these consumers is not show-off instead this products may represent they are successful in
the business.
In the mid-class of Chinese cultural, they are younger than rich people. These
groups of people are working in the international companies. Because under working pressure,
relatively they are have good pay and the potential customers. They are seeking good quality and
follow with times.
Belief
Compared Chinese and Western consumers, Chinese young people are becoming the most
important consumers in the markets.
However in western customers, the ages of customers
are between 30 and 60 years old, and Chinese consumers are between 25 and 45 (Park &
Reisinger 2009).
In Chinese cultural, the concept of purchasing goods often has great
connection with their dignity. Moreover, dignity is viewed as a person’s successful and a
reputation in Chinese society (Feng 2010).
western products.
products.
Chinese consumers have higher shopping lust on
However, western customers have relatively passion on buying foreign
This is because in late 1970, Chinese began to have international business trade and
they found themselves’ products quality are worst than foreign.
Compare Asian and Western
consumer differ in their purchasing behaviors take some aspects into accounts such as what era
they born and how much money they earn (Yakup, D.,& Mücahit &Reyhan 2011).
Although,
Chinese and Western have different cultural, they have some of consumer behaviors in common.
Chinese and Western customers are willing to purchase presents and souvenirs when they are on
the vacation.
While Chinese and Western customer have different motivation.
In Chinese
cultural, customers buying products are used to build up social relationship and represent his
successful in society.
Moreover, in luxury goods markets, Chinese customers are less mature
when purchase expensive products.
They are lack of understanding on luxuries. Most of
customers are purchasing luxuries to show off instead of a person’s taste.
In Chinese cultural,
having luxury products such as jewelry, racecars, mansions are the best way to prove his wealth.
However, in western consumers using luxury goods as differently.
According Zhu (2006), ”
western using luxuries as daily ‘match’ to different lifestyle, social level, individual taste,
working environment and so on” (p. 8). The most important of luxury goods is more than its
appearance but its culture and history and the story behind the products.
Conclusion
Most Western studies are seldom focus on consumer behaviors affects by cultural in
Chinese markets. This paper presents that cultural have great influence on consumer purchasing
goods. Cultural impacts consumer behaviors such as social aspects, human relations, psychological
aspect and religion relief in Chinese culture is indeed.
main people who dominate the market.
In Chinese society, young people are the
They are aged between twenty-five to seventy years old.
This is totally different compared with western markets, the main consumers are much older than
Chinese.
In these group of people have very high success in their business.
western markets, Chinese customers are more likely to follow the market trend.
Compared with
In addition to
Chinese consumer behaviors are likely to influence by their cultural, family, society.
Thus, both
international and local companies should take cultural aspects into consideration to prevnet lose
the Chinese market.
country.
This study will help people who want to develop their business in Chinese
And this study will prevent them to make some mistake in their business, and help
them know better understanding on consumer behaviors.
Reference
Baker, H. (1979). Chinese Family and Kinship. London, UK: Macmillan Press Ltd
Hofstede, G. 1984. Culture’s Consequences: International Differences in Work-related Values.
Beverly Hills, CA: Sage.
Hofstede, G. 1994. “Management Scientists Are Human”, Management Science, Vol. 40, No.1
Jan., pp. 4-13.
Leung, K., & Bond, M. H. 1984. “The Impact of Cultural Collectivism on Reward Allocation”,
Journal of Personality and Social Psychology, 47, 793-804.
Lockett, M. 1988. “Culture and the Problem of Chinese Management”, Organization Studies,
Vol. 9, No. 3, pp. 475-96.
Nielsen. (2011). Nielsen Global Consumer Survey. http://nielsen.com/us/en/nielsen-solutions/
nielsen-measurement/global-consumer-confidence.html
Park, Seung Ho.,& Wilfried R. Vanhonacker. 2007. “The Challenge for Multinational
Corporations in China: Think Local, Act Global.” MIT Sloan Management Review 48(4):
W8-W15
Shenkar, O. and Ronen, S. 1987. “Culture, Ideology or Economy: A Comparative Exploration of
Work Goal Importance Among Managers in Chinese Societies”, Academy of
Management Journal, Vol. 30, No. 3, pp. 564-76.
Yakup, D. & Jablonsk, S. (2012). Integrated Approach to Factors Affecting Consumers
Purchase Behavior in Poland and an Empirical Study: Global Journal of Management
and Business Research Volume 12 Issue 15 Versions 1.0, Online ISSN: 2249-4588.
Zhu Jiang. (2006) Chinese Luxury Market Structure and Integrated Marketing Strategy.
University of International Business and Economics
University of South Florida
Global Sustainability: Carbon footprint
Han-Wei Tseng
Ms. Diana
Individual Research Project
EAP 1851-007S15
16 April 2015
Abstract
Since some organizations found the ozone hole affect global warming, then cause
glaciers melting. Finally the sea levels rising and influence global ecology balance.
Recently, more and more people realize the importance of exhibit global warming. A
series of new concept appear to keep global temperature stay on a normal value.
Sustainability start to keep in human brain and after the sustainability come the carbon
footprint. People begin to attach great importance to calculate carbon footprint emission
in their lives. Not only just in the vehicle we use but also the food we eat and the product
we use everyday. In order to discuss the importance of sustainability and carbon
footprint, this paper demonstrates knowledge and information about sustainability and
footprint, and provides a real case, which states the advantage when the carbon footprint
emission decrease successful to prove that it is important to avoid global warming.
Introduction
Since the industrial revolution, there are more and more new technologies and
devices bring convenience for people recently. These kinds of new technologies better
humans’ lives in many areas such as in transportation, we have vehicles and airplanes so
that we can travel to everywhere we wish, in livelihood, air-conditioner and refrigerator
that are pretty useful and helpful. However, even people use these advanced technologies
normally, they also cause following issues like a series of pollution, which people have to
face to. But actually, one of the most serious problems that people have faced to for many
years is global warming.
A research shows that “global warming and climate change can both refer to the
observed century-scale rise in the average temperature of the Earth’s climate system and
its related effects, although climate change can also refer to any historic change in
climate. Multiple lines of scientific evidence show that the climate system is warming
(Hartmann etc., 2013). More than 90% of the additional energy stored in the climate
system since 1970 has gone into ocean warming; the remainder has melted ice, and
warmed the continents and atmosphere” (Rhein etc., 2013).
The most critical factor that global warming happened is the ozone hole. People
used advanced advices over-reliance such as air-conditioner and refrigerator. There are
some materials in these two advices, which is called CFCs. CFCs is the main bane that
caused ozone hole. As we know, it is no doubt that the ozone can reflect part of sun light
for avoid the ultraviolet arrive to earth directly. But if ozone hole happened, the
percentage of sunlight arrive to earth would increase, that will cause the earth
temperature rising.
The other most critical factor that global warming happened is the concentration
of carbon dioxide rising. Even if there is no doubt that global warming has happened for
a long time that can trace from the year when the industrial revolution started. After
industrial revolution started, not only produced industrial products but also the population
was rising. Since population rising fast, it caused more pollution owing to human used
too many technologies. Because of human used these technologies more, the carbon
emission will also increasing in the same time. As a general, carbon dioxide is one of the
factors that cause global warming. According to some research, “humans have
increasingly altered the global carbon cycle and the rising concentration of atmospheric
carbon dioxide has become a growing concern” (Parry etc., 2010). More paper indicates
that “human activity is an important role in the global carbon cycle, emitting large
amounts of carbon dioxide due to energy consumption, transportation, and land
conversion from natural or semi-natural ecosystems into built environment” (Churkina,
2008; Hopkins etc., 2004).
Because of human now desire to solve the issue of global warming; there are
more and more advanced concepts springs out. The most popular words are sustainability
and carbon footprint. Sustainability is a popular concept, especially environmental
sustainability, has emerged as a key issue amongst governments, policymakers,
researchers, and the public (Kravanja etc., 2012). The organizing principle for
sustainability is sustainable development, which includes the four interconnected
domains: ecology, economics, politics and culture (Paul etc., 2015).
As a general knowledge, the critical factor that causes global warming is that the
concentration of carbon dioxide is rising year to year. In order to resolve this issue, most
of environmental protection organizations create a new word, carbon footprint. Carbon
footprint is a measure of the environmental impact of a particular individual or
organization’s lifestyle or operation, measured in units of carbon dioxide.
According to a paper, it states that “carbon footprint is composed of two parts, a
primary and secondary footprint. The primary footprint is the sum of the direct carbon
dioxide emissions of burning of fossil fuels, like domestic energy consumption by waters
heaters, and transportation, like automobiles and airplane travel. The secondary footprint
is the sum of indirect emissions associated with the manufacture and breakdown of all
products, services and food an individual or business consumes” (Rouse, 2010).
Thesis statement
In the research paper, the purpose of the paper is discussed the importance of
carbon footprint analysis, the impact of carbon footprint over emission, the advantages of
carbon footprint reduction and environmental sustainability.
Subtopic discussion
Carbon footprint analysis
To begin with, once we have basic knowledge about carbon footprint, we have to
know more relation information. In the National Geographic website, it shows the
definition of carbon footprint. It states that “the definition of carbon footprint is the term
generally used to describe the level of greenhouse gas (GHG) emissions produced by a
specific activity. Greenhouse gases include carbon dioxide (CO2), methane (CH), nitrous
oxide (N2O), hydrofluoro-carbons (HFCs), perfluorocarbons (PFCs), and sulfur
hexafluoride (SF6)” (National Geographic). People emit greenhouse gas everyday and
everywhere and these gases have a great relation for global warming. How could people
reduce carbon emission efficiency is important. People use the transportation and their
own vehicles everyday, the vehicles discharge a lot of carbon. A research analysis the
carbon emission difference between several materials to examine which one is better.
Authors used two ways: a carbon footprint analysis and emergy evaluation to assess the
maximum supply distance of biomass that permits biomass to be, according to the
approach, a CO or emergy saving alternative to fossil fuel (Lacarriere etc., 2013). In this
research, we can real …
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