"A Comparative Study On Consumer Packaged Goods’in International Business Environment -European Food Companies To China In Cross Culture Aspects"

The business relations between China and the European Union are tough and the Chinese market is huge as well as attractive thanks to the growing middle-class. Thus, a lot of European companies invest in China and try to set up a business there.However China is really different from the countries of the European Union and the cultural dimension approach of Hofstede confirmed this statement. China is different and so are the consumers. If we use the four main types of factors influencing consumers’behavior that drew Fanny Perreau, in order to analyze the Chinese consumers, their behaviors would be far from the European consumers’behaviors.The process to attract Chinese consumers’attention could not be the same as the one that works in Europe. Chinese people do not perceive the product and the communication around the product, the same way and overall, they do not like the same food. Indeed, not only the taste but also all the habits around the food are totally different from the European people’s ones.Knowing these important facts our research question is "How can we improve the food selling of European Consumer Packaged Goods’companies in China?"The purpose is to see the impact of European food Consumer Packaged Goods available in China, on Chinese students, via the administration of a questionnaire, with a comparison with European students. This analysis will show the differences between the two cultures and will also show if European companies are doing well or if they need to change some things in order to make Chinese people more involved in a product that is designed for them.Thus, this thesis will help future European food companies that want to reach the Chinese market to understand it better.