Cross-Cultural Marketing: Consumer Ethnocentrism in China

As marketing is most of the time concentrating on reaching out to different target groups, it is important to understand what makes these groups different. An important driver of differences is culture: both on a national level as on regional or even city level there are differences between people. What causes these differences, and how do these differences work out in different kinds of attitudes and behavior in relation to products and services.

Attached you will find a research paper about Consumer Ethnocentrism. At the end of paper, they suggested further research should examine less developed countries and emerging markets in particular. Research could also test the arguments put
forth regarding the effects of prevailing conditions and social factors on the activation of consumer ethnocentrism in different cultural and economically developed
contexts.

I would love if you can do something with China based on this paper.

Key sources below may be considered if it applies:

 Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25, 1-65.

 Hofstede, G., Hofstede, G. J., & Minkov, M. (1991). Cultures and organizations: Software of the mind (Vol. 2). London: McGraw-Hill.

 Gelfand, M. J., Raver, J. L., Nishii, L., Leslie, L. M., Lun, J., Lim, B. C., ... & Aycan, Z. (2011). Differences between tight and loose cultures: A 33-nation study. science, 332(6033), 1100-1104.

Research design is mandatory. Some typical research design includes: Secondary data (e.g., data like European Social Survey, Hofstede values, World Value Survey) and./ or Survey Design