Chinese tourists shopping behaviour in New Zealand : the case of health and beauty products.
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
This thesis presents the findings of the shopping behaviours of Chinese tourists in New Zealand with specific reference to health and beauty products. This research investigates both the general shopping behaviour, familiarity, and purchase patterns of health and beauty brands, as well as the purchasing decisions, preferences, and post purchase evaluations when shopping in New Zealand. This study provides new insight into the most popular brands to the Chinese, how they are making their decisions about these brands, and what their overall shopping experiences are like with local health and beauty products.
This study adopted an exploratory sequential mixed-methodology approach, which was used to answer the research objectives of this thesis. The study was conducted in two phases, Stage 1 consisted of 13 in-depth interviews with current Chinese university students based in China, who were past visitors to New Zealand. Stage 2 was a survey completed by 402 Chinese tourists at Christchurch International Airport.
A thematic analysis was used to interpret the findings from the in-depth interviews. General themes were extracted from the interviews to be collated into the survey. The survey responses were analysed using several tests of associations (e.g. chi-square tests) and multi-variate techniques, including independent t-tests, ANOVA, factor analysis, and multiple regression. The results provide an overview of the behaviour and preferences of Chinese tourists when shopping in New Zealand, with several significant findings highlighted and discussed.
The findings from this research provide a new understanding of the behaviour and preferences of Chinese tourists when shopping in New Zealand for health and beauty products. This study will be beneficial to custodians of health and beauty brands, including retailers, Christchurch International Airport, destination marketers, Tourism New Zealand, and the wider tourism sector to better guide the development of New Zealand products and how to better market and sell them to Chinese travellers.