Between Global Integration and Local Responsiveness: Western Footwear Brands’ Marketing Mix in Chinese Market
- The purpose of this study is to investigate marketing-mix strategies (adaptation and standardization) for the entry of Western footwear companies into the Chinese footwear market by exploring differences among Chinese consumers and differences in buying behavior for casual shoes and formal shoes in the Chinese footwear market. Three research gaps were identified and developed into research questions based on the analysis of extensive literature.
Consumer data was collected through questionnaire surveys conducted in China. The results of this research suggest a standardized product strategy and that price, place, and promotion strategies are adapted to meet Chinese consumers’ unique needs for buying footwear products.
The results also indicated that consumers from diverse backgrounds consider different factors when buying casual and formal shoes and considered how they influence the marketing mix strategy. In conclusion, and based on the study’s results, the paper considers the implications for management to provide recommendations for businesses interested in the Chinese footwear market.