A Study on Implications for UK Retailing Strategy from a Cross-Cultural Perspective

摘要

With the growing number of international students,particularly the Chinese students,in British universities,the consumer behavior of these overseas students is likely to exert increasing influences on retailing in UK. This study aims to evaluate the differences and similarity in consumer behavior and examine the comparability between Chinese students and British students with regard to their consumer behavior. This study is therefore expected to provide some useful managerial implications in terms of assessing the market potential,and exploring how retailers can develop future across-cultural marketing strategies for ethnically identified customers and for different ethnic groups,in either a domestic or an international context.