The urban, Chinese middle class consumers' perception of Denmark and Scandinavian design products
Authors
Johansen, Lise ; Jensen, Marlene Højstrup
Term
4. term
Publication year
2019
Submitted on
2019-05-30
Pages
113
Abstract
This thesis investigates how urban Chinese middle-class consumers perceive Denmark’s national image and Scandinavian design products, and whether these perceptions are connected. Focusing on furniture and interior goods, it addresses a gap in the literature and examines factors that shape purchase intentions. The study is grounded in nation branding (Anholt’s Hexagon of Competitive Identity) and the country-of-origin effect. Methodologically, it employs a qualitative design with six semi-structured interviews among urban, middle-class consumers in China, supported by photo elicitation presenting identical products labeled with different manufacturing countries and a selection of Scandinavian design items; interview data were then coded for themes. Findings indicate generally positive views of both Denmark and Scandinavian design. Several participants attributed similar, environmentally related values to both, suggesting a link between nation image and product evaluations. Purchase intentions were mainly driven by perceived quality, uniqueness, and price when price signals high quality, but were hindered by high prices and the availability of cheaper, similar-looking alternatives. Practical implications for Danish companies in China include positioning offerings as luxury to support higher prices and distinctiveness, aligning marketing with gift-giving practices that reinforce social status, and considering manufacturing in Denmark to enhance credibility and justify price premiums. Despite the small sample and qualitative scope, the study offers actionable insights for market entry and branding and sets a foundation for further research.
Dette speciale undersøger, hvordan urbane, kinesiske middelklasseforbrugere opfatter Danmarks nationale image og skandinaviske designprodukter, samt om der er en sammenhæng mellem disse opfattelser. Med fokus på møbler og interiør adresserer studiet en forskningsmæssig mangel og undersøger samtidig, hvilke forhold der påvirker købsintentioner. Teoretisk bygger specialet på nation branding (Anholts Hexagon of Competitive Identity) og country-of-origin-effekten. Metodisk gennemførtes et kvalitativt studie med seks semistrukturerede interviews blandt urbane, kinesiske middelklasseforbrugere, suppleret af foto-elicitering, hvor deltagerne blev præsenteret for identiske produkter med forskellige produktionslande samt et udvalg af skandinaviske designprodukter; interviewdata blev efterfølgende kodet. Resultaterne peger på overvejende positive opfattelser af både Danmark og skandinavisk design. Flere deltagere tillagde begge dele lignende, miljørelaterede værdier, hvilket indikerer en forbindelse mellem nationsimage og produktevalueringer. Købsintentioner blev især drevet af oplevet kvalitet, unikhed og pris, når prisen signalerer høj kvalitet, mens høje priser og tilgængeligheden af billigere, lignende alternativer hæmmede købslysten. Specialet peger på praktiske implikationer for danske virksomheder i Kina: positionering som luksus for at understøtte højere priser og differentiering, kobling til gavegivningspraksis for at styrke social status, samt overvejelse af produktion i Danmark for at øge troværdighed og retfærdiggøre prispræmier. På trods af det lille sample og det kvalitative design giver studiet anvendelige indsigter til markedsadgang og branding og lægger spor ud for videre forskning.
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