Trend Analysis Consumer Behaviour
THE TREND OF DEALER CHIC
Final Ethnoconsumerist Report MK 501 E INTERNATIONAL CONSUMER BEHAVIOR Mengqiao JIN-MSC International Luxury Brand Management Programme ESC RENNES School of Business Autum 2012
Introduction and purpose
This report is an analysis about the difference of U.S.market and Chinese market, related to the trend of DEALER CHIC, which has become an integral part of daily life for millions of consumers.
Consumers have always loved getting good deals or executive rewards, but rather than having to hide one’s haggling, securing the best deal is now accepted, if not admired by one’s fellow consumers. That’s why we can find so many DEALER CHIC websites, among them we can easily choose the good deal any time any where. Take example, in Chicago, Groupon recently provided to registered users a personal body shaping courses with 72% discount, you just need to spend 29 USD to enjoy 20 times personal trainer courses in the gym, which usually have to spend $ 350. (Source: Vanity Fair 2011.08)
Groupon attracts consumers to buy with a low discount, so far it achieved to help users get the price benefits of $ 136 million. This crazy website was founded in 2008, it has attracted a number of imitators in a short period of time, they are all over the United States, Britain, Germany, Russia and China, in China hundreds of similar websites sprung up adhering to this model.
The DEALER CHIC model, just as Groupon, which generated from the pressure of the economic environment, Americans need to save money while they still want to follow the previous consumption and entertainment. While the Chinese, specially young people, they have living pressures significantly higher than in previous years, accompany with the rising housing price and inflation, they also have the same needs.
Since China's business environment and user consumption habits is variously different with United States, this mode moved here from the United States must go through the process of
Final Ethnoconsumerist Report MK 501 E INTERNATIONAL CONSUMER BEHAVIOR Mengqiao JIN-MSC International Luxury Brand Management Programme ESC RENNES School of Business Autum 2012
Introduction and purpose
This report is an analysis about the difference of U.S.market and Chinese market, related to the trend of DEALER CHIC, which has become an integral part of daily life for millions of consumers.
Consumers have always loved getting good deals or executive rewards, but rather than having to hide one’s haggling, securing the best deal is now accepted, if not admired by one’s fellow consumers. That’s why we can find so many DEALER CHIC websites, among them we can easily choose the good deal any time any where. Take example, in Chicago, Groupon recently provided to registered users a personal body shaping courses with 72% discount, you just need to spend 29 USD to enjoy 20 times personal trainer courses in the gym, which usually have to spend $ 350. (Source: Vanity Fair 2011.08)
Groupon attracts consumers to buy with a low discount, so far it achieved to help users get the price benefits of $ 136 million. This crazy website was founded in 2008, it has attracted a number of imitators in a short period of time, they are all over the United States, Britain, Germany, Russia and China, in China hundreds of similar websites sprung up adhering to this model.
The DEALER CHIC model, just as Groupon, which generated from the pressure of the economic environment, Americans need to save money while they still want to follow the previous consumption and entertainment. While the Chinese, specially young people, they have living pressures significantly higher than in previous years, accompany with the rising housing price and inflation, they also have the same needs.
Since China's business environment and user consumption habits is variously different with United States, this mode moved here from the United States must go through the process of