A comparison of consumer attitudes: Chinese and foreign brands of toys

Abstract

The objective of this paper is to explore the attitudes of Chinese customers towards competition between Chinese and foreign toy brands. The finding in the literature review indicates that China has a large toy market and a large number of toy customers. But the competition between domestic toy brands and foreign brands is severe. This paper summarized some potential solutions to problems that appear in competition and used the survey to collect customers’ feedbacks towards those solutions in order to help Chinese toy enterprises succeed in doing business. This research analyzes customers’ feedback using quantitative method. This paper will use online survey to collect toy consumers’ feedbacks. A total of 212 respondents participated in this survey. After analyzing the customer feedback, this paper finds out that customers who interest in buying different toys have different preferences toward different solutions. This finding will help domestic toy companies efficiently improve their competitiveness and win customers in the competitive toy market.