Chinese government has developed the economy since 1979. There are over 1.5 billion population in china, thus there is huge vehicle market in china. Though 26 years development of vehicle market which is going to saturation. The vehicle producers have to find new vehicle market space in china. With an increasing demand in the vehicle market in China, and the trend for Chinese females to become more independent, it is crucial to find out whether there is a trend in the female market in China and how to attract female consumers to the car market in China. To achieve the successful penetration into the female car market in China, there has to be an identification of Chinese female consumers’ needs, and the issues that influence them. However, it is a new market in China and companies did not have any clear strategies because they might risk losing male consumers. Therefore, this research decided to do an in depth study of the trend in the female vehicle market in China.
The main purpose of this research is to identify the factors which influence female consumers when purchasing a car in China, including, for example, price, economics, culture, style, performance and so on.
The above factors have been defined by previous research and literature, which were mainly focussed on the gender market in different countries, but just the total vehicle market in China. There is limited data in the Chinese female car market. A questionnaire method is used in order to collect the primary data. The behaviour of female consumers when purchasing a car is then analysed and discussed.
The findings of this study clearly indicate that there are trends in the female car market in China, and in the behaviour of female consumers when purchasing and choosing a car. And further research would be directed towards the strategy of attracting female consumers in China.
Chapter 1 Introduction
There is a big problem whit Chinese old culture which is male is more important than female, so that female just does family work, so the almost half of drivers are male. But the situation has been changed nowadays. There is a saying in Chinese “women is a half of the sky”, which was announced by Chinaman Mao. Which mean there is nothing deferent between male and female in china. As more women achieve higher levels of education and attain higher positions in the workplace, they no longer want to be portrayed in the context of the home, cooking, cleaning and caring for their families. reported that almost half of China’s population was between 15 and 39 years of age, and that this group was more willing than previous generations to absorb new products and ideas. Therefore, the potential of the female consumer market in China is large.
There has been a dramatic increase in the vehicle industry in China in the last couple of years. The recent surge in passenger car sales in China is being boosted by a number of factors. Most notably; the loosening of controls and regulations in the wake of WTO entry and the large rise in per capita and disposable income of China’s urban population .The sale of vehicles is increasing not only in the big cities (for example, Beijing) but also in the small cities (for example, Shunde). The number of personal cars was 7.71 million at the end of last year in China and the capacity for vehicles could be 3.15 million this year. Still, the largest factor in the development of China’s car passenger and automotive industry is obviously consumer income.
Another important reason of the increasing trend in the vehicle market in China is the incredible purchasing power and the demand. Using this and per capita GDP data, we found that given the basic car affordability quotient of a purchase price half a buyer’s income, even with a car loan the average household could not purchase a passenger car in China, which prices start at roughly $4,000. However, if we...