A Comparative Study On Customer Perceived Value Of Foreign Retailers In China With Local Retailers

In recent years, China’s retail industry has developed very quickly. At the same time oflocal enterprises development, a large number of foreign retailers have entered China, andintensified the competition in the retail sector in China. Foreign retailers, with its huge brandawareness, comfortable shopping environment, and low commodity prices, and soon attracteda large number of consumers, which have a huge impact to the local retail business. Domesticconsumers generally believe that the foreign-funded retail enterprises is better than the localretail business.But recently, with the foreign retailers Carrefour, Wal-Mart, Best Buyencountered many problems in China. Domestic consumers have a new understanding witnforeign retailer. Is there a significant difference Consumers’ perception of foreign and localretail businesses? This article is based on the questions, and study Customer perceived valuein the Chinese foreign retailers and local retail business to analyze the difference of foreignand local retail businesses.This article is based on the retail enterprise which people’s daily lives in frequent contactwith and as the perceived value to the research object. Based on the review and summary ofCustomer Perceived Value of domestic and foreign scholars’ study, this paper use theempirical research methodology, conducted the survey through a questionnaire survey, andunderstand the factors that affect customer perceived value in depth. And based on thedifference in customer perceived value of foreign and local retail businesses, this paper drawconsumers more concerned about the value of the field, in order to allow retail business toreference and research.This article is divided into five parts.The first part is the introduction section, includingthe main background to the study, the aim of the study, significance; the second part is aliterature review, introduced customer perceived value of the related concepts and theoreticalstudies; the third part is the study designon,it proposeed the theoretical models andtheoretical assumptions of this study on the basis of previous studies; The fourth part is aboutthe analysis of survey data and verify the hypothesis, and then do a comparative analysis offoreign and local retail businesses; The main content of the fifth part is a summary of the fulltext, pointing out the defects of this article and the outlook for the follow-up study.