Understanding China: A cultural study

Cultural Study Centre for Behavioural Research

China is a market unique in its culture and this often guides user behaviour, influencing the decisions consumers make. there was a need to study culturally, the beliefs and motivations that drove decision making in china, based on the governing values and principles of the Chinese people.


The focus of this study was around the principles, value, and legacy of belief that drove behaviour and influenced decision making. Also, since this project taught to advice the consumer business segment, the project worked around how the individual concepts of desire and aspiration worked in the economic success of essentially a communist context. And also explored the relationship of culture with consumer acquisition.

Industry Consumer
Service Cultural Strategy


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