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14 Abstract This research focuses on the determination of the factors influencing target-based internet marketing in China. The researcher focuses on the use of the said target-based internet markets as well as the perceptions of the consumers in the People’s Republic of China. In order to determine this, this study undertakes the quantitative approach, focusing on the use of the survey questionnaire method in collecting pertinent data with respect to the same. 1- Background of Dissertation Research Various conditions emphasize the effects of the growth of the internet on marketing in the People’s Republic of China. Undeniably, this is directly linked to the experience of the consumers. Various researchers have suggested that the consumer market in China has only developed in the last ten years. This thus means that the traditional manner by which the Westerners shop is absent in China. In this sense, online shopping is easier to instill in the Chinese consumer as compared with their Western counterparts as there is no habitual behavior that marketers may change. This is also true in relation to the consumption of information with respect to brands, focusing on how the consumers in China learn about products and brands. From the perspective of marketing communication, it is highlighted that the impact of online information is very high in China. Undoubtedly, the internet provides the Chinese citizens with open and unregulated alternative to media channels that were traditionally used. 2- Aim, Research Questions and Objective of the Dissertation 2.1- Aim of the Dissertation The researcher aims to solicit the behavior of customers with respect to the prevalence of target-based internet markets. In view of the same, the researcher also aims to look into the various reasons behind the consumer’s preference for target-based internet markets. 2.2- Research Questions of the Dissertation This research also aims to answer the following research questions: 1. How do consumers feel about target-based internet markets? 2. What are the factors that contribute to the good perceptions of consumers with respect to target-based internet markets? 3. Why do consumers prefer target-based internet markets? 4. How do target-based internet markets influence the behavior of consumers with respect to intent to purchase? 2.3- Research Objectives The researcher also aims to address the following research objectives: 1. To determine how customers feel about target-based internet markets; 2. To look into the factors that contribute to the perceptions of consumers with respect to target-based internet markets; 3. To look into the reasons behind the consumers’ preference for target-based internet markets; and lastly, 4. To look into how target-based internet markets influence the behavior of consumers as regards the intent to purchase. 3- Indicative Literature Review 3.1- The Evolution of Advertising in the Internet Age This section of the literature review focuses on the evolution of the traditional role of advertising, most especially in the internet age, considering the fact that this literature review focuses on consumer behavior and target-based internet market. Shaver (2007) argues that in a rapidly evolving media environment, the success of the media and the companies depend on advertising revenues as well as those advertisers who make use of media in order to transcend information with respect to th
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The main purpose of this dissertation is how to reinstate YSL’s market and broaden the consumer group in modern’s society after being acquired by Gucci group and after the decease of the charismatic founder. The findings of this research build on a critical assessment of younger consumer behavior of luxury fashion and provide an opportunity for YSL or other brands to expand their market.
romotion 42 Price 43 Implementation 45 Conclusion 46 References 47 Bibliographies 50 Abstract Hollywood movies of various genres are widely accepted in box offices and markets all over the world because of their spectacular storyline, story telling abilities as well as the production and cinematography.
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Hence, international stores, retailers, and supermarket chains have paved the way for luxury brand retailers. These companies, such as Louis Vuitton and Ferragamo, have made investments as the first batch of luxury retailers to conduct business operations in China during the 1990s (A Plus 2007).
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In order to test whether or not the theories of brand management apply to different countries, given that the same brand of products is reviewed in different markets, this dissertation chose Lancome, the luxury brand of cosmetics, and how products with that brand have been marketed in China and the USA.