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  • 00:00

    [MUSIC PLAYING]

  • 00:18

    TAO CHANG: My name is Tao Chang.You can call me Tao.I'm a Senior Lecturer in Marketing Strategyand MBA Director at the University of Chester BusinessSchool.And my research interest is more how Chinese consumersbuy in the UK.In particular, I'm interested in how Chinese consumers buyluxury brands in the UK.

  • 00:40

    TAO CHANG [continued]: Currently I'm looking at the brand commitment as well asluxury retail experience.[How did you become interested in researching consumer brandexperience?]I observed a phenomenon.There's quite a lot of Chinese young people studying in UK.

  • 01:05

    TAO CHANG [continued]: And they always go in and buy luxury brands.But sometimes they buy more, while others probably buy less.And sometimes they walk into luxury shop,and they come out straight again.So it really surprised me that how come different peoplehave different shopping experience.

  • 01:26

    TAO CHANG [continued]: And what actually makes them buy more?Is it the price?Is it the experience?Or how come other people they go in, they talk to the salesstaff at some point?They decided they're going to walk away.So I thought this would be interesting, and letme do some research on it.

  • 01:47

    TAO CHANG [continued]: [How did you get started with the research?]Once I watched this phenomenon, then Igo back to the literature.I want to have a look to see if anybodyhas done Chinese consumer behaviorin the context of a luxury shopping experience.

  • 02:09

    TAO CHANG [continued]: Then I realized majority of researchhas been done on luxury brand.And they're mainly in quantitative approach.They're looking at cause and effect.They look at the correlation.But in terms of luxury retail experience,

  • 02:30

    TAO CHANG [continued]: that's an area under-researched.So I thought, OK, there is a literature gap.And there's also the phenomenon I watched.It looks like this research will be more significant.[How did you decide which research methods to use?]

  • 02:54

    TAO CHANG [continued]: If I want to gain in-depth understanding into this topic,the best way of doing it is by organizing focus group, as wellas one-to-one semi-structured interview so Ican gain in-depth understanding, becausethe luxury retail shopping experience

  • 03:15

    TAO CHANG [continued]: hasn't been widely researched in the UKin the context of Chinese young consumers.So it is important I start with qualitative research.Once that research finish, maybe Ican then move on to qualitative researchto look at other aspects of the experience.

  • 03:37

    TAO CHANG [continued]: [What was the process of planning this research?]Well, first of all, I have to find a professorin the same field who will come mentor me.So I found Professor Ruth Ashford,who was the Chair of Academy of Marketing some years ago.

  • 04:01

    TAO CHANG [continued]: And we have worked on some plans.We had a number of meetings, and then it'sworking out very well.[What skills will you need to carry out this research?]Well, I know some of it.

  • 04:23

    TAO CHANG [continued]: But obviously I have to learn more as I'm going along.But like anything, you only learn morewhen you're actually doing it.So I believe as long as you have the right attitudeand then learning as you go along, it will work out.

  • 04:44

    TAO CHANG [continued]: [What are the benefits of collaborating with othersduring research?]I suppose anybody can do independent research.But it's always good to have a mentor whohas the expertise in this area, who is alsointerested in what I'm doing.

  • 05:05

    TAO CHANG [continued]: And this is so important because you can alwaysbe biased, because you're doing this in this small little worldthat, if you don't talk to anybody,nobody knows what you're doing.And I want to receive constructive feedbackand criticism.I think having the right to supervisor really

  • 05:25

    TAO CHANG [continued]: gave me the encouragement and the necessary criticismto help me reshape my ideas.And I think that's essential.[How are you planning to recruit participants?]

  • 05:48

    TAO CHANG [continued]: Most of the Chinese young consumers in the UK,they will be Chinese students anyway.So that's readily accessible, because there'sso many universities and so many Chinese students.And I think that's easily done, really.

  • 06:13

    TAO CHANG [continued]: [Are there any ethical issues to consider before beginningyour research?]I think every university will havea rigorous ethical procedure.And we'll have to put in all the research details on the form,

  • 06:33

    TAO CHANG [continued]: and the research committee will look at it.And once it's approved, then I will beable to start collecting data.[Have you faced any unexpected challenges so farin your project?]I have talked to major retailer group.

  • 06:57

    TAO CHANG [continued]: Together, we will-- and they're happy to participate.But when I ask about specific salesdata or other data, and that's not to be shared,because obviously, it's confidential.And I did not know that before.I thought I could have a look so I could get some better

  • 07:19

    TAO CHANG [continued]: understanding.But obviously, that's important that these data are sensitive.I understand that I cannot gather all the data froma commercial organization that easily.I did not drop that idea, but I shouldstop asking for a commercial sales data.

  • 07:40

    TAO CHANG [continued]: But instead I have asked them to letme have the sales pattern, in terms of the sales revenue,in terms of seasonal, which season doesmore Chinese consumers are buying luxury brandsand which brand they're buying instead of askingthem how much are you making.So that's the way I get around it, yeah.

  • 08:05

    TAO CHANG [continued]: [Do you have any recommendations for those looking to do similarwork?]The way I look at it is all the literature are old.And so the way I go about it is I do my observation research

  • 08:25

    TAO CHANG [continued]: first to get to see the real-in-time phenomenon, whatis happening out there.And then I go back to literature to seethe relevance of the literature in my research context.I suppose if you start to read the literature first,

  • 08:48

    TAO CHANG [continued]: and then you go out and explore, you may be biased.So it is my preference that you go out,do some field research-- not necessarilyasking permission to collect data, but just go into a shop,you observe what people buy.

  • 09:09

    TAO CHANG [continued]: That's OK, and that's easily done.And then after you get some idea,then you go back to literature.I think this is the way I'm doing it.And I talked to Professor Ruth Ashford,and she likes the idea as well.

  • 09:35

    TAO CHANG [continued]: [MUSIC PLAYING]

Abstract

Tao Chang, Senior Lecturer in Marketing Strategy and MBA Director at the University of Chester Business School, discusses his research on Chinese millennial consumer behavior, including research design, methods, ethical considerations, and recommendations.

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Chinese Millennial Consumer Behavior: Research Planning, Focus Groups & Semi-Structured Interviews

Tao Chang, Senior Lecturer in Marketing Strategy and MBA Director at the University of Chester Business School, discusses his research on Chinese millennial consumer behavior, including research design, methods, ethical considerations, and recommendations.

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