1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown
The purpose of this paper is to report a study of buying behaviour of imported food products in Chinese supermarkets. Imports of food products to China have increased substantially in the past decade. The present study offers the results from an investigation of retailers' buying behaviour of imported food products in four major Chinese cities (i.e., Bejing, Shanghai, Gaungzhou, and Chengdu). Knowledge about potential differences in supermarket structure and buying behaviour between regions will be a prerequisite to foreign food suppliers trying to capitalise on increased consumer demands for their products. In this study we examined retailers' structure and seafood buying behaviour, using data collected from personal interviews in 192 supermarkets in Beijing, Shanghai, Guangzhou, and Chengdu. The comparison across the four cities revealed significant differences with regard to the importance of supplier selection criteria and buying behaviour as well as structural characteristics of the retailers. The findings have important implications for exporters of food products to the Chinese retail market.