Abstract
This study investigates rice-buying behavior in Chinese people living in Mainland China, Hong Kong, Singapore, and Canada and suggests marketing strategies for rice products. Data were collected from a comprehensive Web-based survey and analyzed using grey relational analysis method. In total, we received 445 valid questionnaires. For China-Chinese consumers, we suggest that the rice marketing mix should focus on higher quality, fair price, extra healthfulness, wide distribution channels, and food safety guarantees during promotion. For China-English consumers, the marketing mix should ensure that rice products contain clear educational instructions and also focus on stable price, convenience of locations, and sufficient communication with consumers during promotion. The results suggest employing different marketing mix strategies for Chinese and English-speaking countries.
Published Version
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