...Introduction In this era of globalization, multinational companies play an important role of the economy development. As a result, consumer behavior, which includes how consumers think and feel and the physical actions that result from those decisions and feelings, becomes more and more important for the marketers. (Michael R, 2010) Consumer behavior has changed rapidly over the past decade. To meet the needs of consumers more effectively, accurate market segmentation is necessary. One of the most well known theories of human motivation is Maslow’s hierarchy, which gives five basics of human needs. From the low-level to high-level are physiological needs, safety and security needs, social needs, ego needs, and need of self-actualization. (David, D, 2007 )Everybody have their personal picture or image of themselves, some products or brands are match their self-image but some are not. Before join in a market marketers should research the consumer’s self-image and have a great understanding of how and why the product and brand match the consumer’s self-image. As the worlds’ largest developing country, China becomes the most attractive country for the foreign competitors. At present, more and more multinational companies have established their corporation and relationship in China. (Warren S, 2007) Our topic is focus on the difference of consumer behaviors between Australia and China. We will analyze the topic on the basis of segmentation, Maslow’s hierarchy of needs, and self-images...
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