Study On The Factors About The Chinese Consumers' Preference Of The Promotion-gift

Today as the market competence are becoming drastic, the enterprise and the merchant prevalently set more importance to the marketing tools ,such as Sales promotion and advertisement. Gift or promotion-gift is a familiar one in the various promotion forms. About the special promotion tool-gift, Chinese marketing managers' knowledge are partly learned form the theory in foreign consumer behavior and their experience of the China market. These theory or experience, however, could not ideally answer the simple question 'what kind of gift do the Chinese customer more like ?' .Although there are researchers giving some reasons of the question, the existed reasons which constructed on the qualitative analysis and sense datum could not be precisely used to explain the Chinese consumer behaviors, and other reasons simply applied the results of foreign study to explain the Chinese consumer behaviors. We know there are some difference between China and other countries such as the market environment or consumption culture, so we must be conscious of the behavior diversity between the Chinese consumers and the foreign consumers in various environments. By verifying the correlation between customer expecting benefit and the promotion-gift benefit, or others factors which influence the consumers' preference of the gift, this article will find the deep-seated mental factors of the customers while they choice the promotion gift, then the article will also analyze the diversity between the Chinese customer and the foreign customer on the behavior of promotion gift preference, I hope this article will provide some new thoughts to answer the question.