Studying On The Differences Of Han And Ethnic Minority Consumer Behavior In Xinjiang Urbanization

Under management angle of globalization, companies around the world have developed and expandedconstantly, attracted a lot of marketing theory and industry attention which caused by cultural consumerbehaviour differences between countries, and between regions. Owing to the regional sub-culture effect,consumer in different area, in deed, exist differences in consumer behavior, form different buying habitsand consumer preferences. China has vast region, large population, variety ethnic, formed the unique ethnicsubculture because of the differences in geographical position, historical reasons,which lead to the strongdifferences in consumer behavior. Since ancient times, many national, ethnic gathering in xinjiang,Buddhism, Islam, Christianity coexist, grassland animal husbandry and oasis farming culture coexist. Everynational culture have developed and changed, mutual influence, mutual penetration, mutual communion,make the distinctive characteristics of national culture in xinjiang, the differences on the material andspiritual culture lead to their differences in consumer behavior.This study firstly combed the related theory and literature review of consumer behavior, explore thetheoretical foundation and basis of this paper. Secondly, designing research and building scale, clarifyingresearch method and implementation path, to explore consumer behavior differences between urban ethnicminorities and han nationality in xinjiang based on the perspective of cultural values. Mainly buildingcultural values scale, way of life scale and shopping decision style scale and other tools, and inspected scalereliability and validity; Using xinjiang related national sampling as survey statistics samples, empiricalanalysis of urban ethnic minorities and han nationality in xinjiang consumer behavior differences. Finally,this paper discusses the research results in the application of the enterprise marketing management.The first chapter mainly put forward the research background, significance, ideas and methods of thispaper. Taking the world and China consumer behavior differences as the background, points out thenecessity and realistic significance of the study of urban ethnic minorities and han nationality in xinjiangconsumer behavior differences, summarized the related theory and experience at home and abroad, clarifiedthe research ideas, research methods and possible innovation in the paper.The second chapter mainly summarized the research object theory review and research. This chapter,as a research foundation in this paper expounds on consumer behavior related theory and the basic concept,analysis the consumer behavior, market segmentation, consumer psychology and consumer behaviordifferences, cultural values.The third chapter mainly design survey questionnaire and scale. This chapter elaborates the designprocess of the research tools and instructions. First of all, through the analysis of the factors that affectconsumer behavior, find the important factors that affect consumer behavior differences, cultural values,analyzed the building process and idea of cultural values scale for xinjiang residents consumption.Secondly, considering the cultural values cannot be directly used to segment and locate studies, furtherdesign of the two tools "xinjiang urban residents’ lifestyle scale", "xinjiang urban residents shoppingdecision style scale".The fourth chapter empirical analysis the consumption differences in cultural values of urban ethnicminorities and han nationality in xinjiang. This chapter is the base and starting point of empirical research.In the first place, analysis the questionnaire data about consumer culture values, inspect reliability andvalidity of cultural values scale, uses factor analysis to analyze the xinjiang ethnic minorities and hannationality cultural values differences, explains the reasons for the differences of values between minoritiesand han nationality culture and finally discuss the how to apply the study results in enterprise’s marketing practice.The fifth chapter empirical test and analysis of lifestyle differences of urban ethnic minorities andhan nationality in xinjiang. First theoretically discusses the way of life and consumption behavior, therelationship between the lifestyle scale validity and reliability of the test, using the factor analysis methodto analyze the characteristics of xinjiang urban residents’ life style, further analysis of the han nationalityand minority consumer lifestyle differences, finally discusses the results of the study how to further apply itto practice.The sixth chapter empirical analysis the different shopping style of the minorities and han nationalityin xinjiang. This chapter firstly expounds the related theory of shopping decision-making, statistical test therelated shopping decision-making scale, using the factor analysis method to test the different shoping stylesof the urban ethnic minorities and han nationality in xinjiang and further related applications, finally makea discussion of how to apply the results in marketing practice.The seventh chapter is conclusion and prospect. This chapter mainly summarized the main conclusionof this paper, and put forward further research prospect.The main conclusions:1. The han nationality and main ethnic minorities in xinjiang mainly exist significant cultural valuedifferences such as human and nature,risk avoidance, power distance, the degree of masculine and feminine,individual and collective.Main ethnic minorities in xinjiang pay more attention to man’s free will, morelikely risk avoidance, higher power distance, more masculine, more emphasis on collectivism. The culturalvalues of "treat the old man and the young man", "materialism", "time orientation", “Neutral emotional andmood “are consistent, the difference was not significant.2. Xinjiang urban residents have nine types of consumption patterns such us fate type, pragmatic type,conformity type, conservative type, symbolic type, enjoyment type, loyal type, rational type, soft type.Significant differences on five kinds of consumption patterns: conformity type, conservative type,pragmatic type, symbol type, hedonism type. The main ethnic minorities in xinjiang is more outstanding inconformity and conservative consumption, and han Chinese residents in cities and towns in xinjiang ismore outstanding in the pragmatic, enjoyment and symbolic consumption. And there is no significantdifference in fate, loyalty, rational, moderate consumption.3. The urban han nationality and minority consumers in xinjiang have obvious differences on the fivedimensions: in the pursuit of perfection to the latter, tide brand transformation, brand focus, shopping regret,brand loyalty.4. The differences in cultural values, consumer lifestyle and shopping decision style has the very goodapplication value in enterprise marketing management.