Today marks the day where Hong Kong is in the process of electing for a new Chief Executive to govern over the next five years. Most of the Hong Kong Chinese community, both locally in Hong Kong as well as here in Canada have been very tapped into recent news of the candidates.
There has been ongoing debate about the future of Hong Kong and how much of its "one country, two system" structure will be kept in the years to come. There has been rumours and opinions that China's central government has been intervening and exerting pressure on the elective council, a body of professionals and individuals who are eligible to cast their vote for the next Chief Executive.
It is pertinent for multicultural marketers to understand not only the purchase behaviours of Chinese consumers but also to understand the political landscape on the macro level. Brands wishing to target this community needs to understand the importance of China's historical and modern day government structure in order to genuinely understand the factors that influence and ultimately drive consumer ideologies and behaviours.
In the next blog post, I'll explore more in depth into the political landscape of China, how it shapes consumer values and ultimately drive consumption preferences. Moreover, we'll look into how to leverage this understanding to target the ethnic Chinese consumer here in Canada.
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