In recent years, with the rapid growth of consumer consciousness, consumers no longer passively accept products and services. Compared to the past, they now have better knowledge, information and skills, and have a greater passion for learning and attaining their goals. In the decision-making process, consumers completely enjoy the right to take the initiative. Therefore, the key to success for enterprises lies in consumer value. Enterprises must create value for their customers in order to keep them. More importantly, businesses should take note of the differences in consumer value awareness between consumers in Western and Eastern countries and obtain a deep understanding of the needs and expectations of consumers. With this in mind, they should adjust their marketing strategies regarding their products, services and prices.
In the greater China region, Hong Kong enjoys the highest level of internationalization and trade liberalization, and remains a “consumer’s paradise” in the eyes of consumers from the United States. Concrete support is provided by surveying customer value awareness regarding various product categories and by exploring the influence of product categories on customer value from a consumer’s viewpoint.
For the first part of this study, materials were collected and analyzed. The second part employs questionnaires to gather products for evidence, including convenience goods, shopping goods, and specialty goods. The questionnaires were issued in Hong Kong and the United States. Based on the analysis of the results, the following areas were explored:
- whether any differences in customer value of various product categories exist;
- whether any differences in customer values between the United States and Hong Kong exist; and
- a comparison of the customer values of various product categories among consumers of different countries.