Тема: Identification of factors of perception of Chinese consumers towards Russian food products

In the era of globalization and increased international trade, understanding the specific attitudes of consumers towards products from different countries is becoming a key success factor for companies seeking to expand their markets. The Russian Federation, which has a wide range of unique goods and services, is no exception in its desire to strengthen its position in the international arena. In particular, the Chinese market, due to its enormous size and dynamic development, is of great interest to Russian manufacturers. The study of the attitude of Chinese consumers towards Russian products is a relevant topic that requires detailed study in order to identify growth potential and develop strategies for effective penetration into the Chinese market.
This topic is of multidisciplinary interest as it covers important aspects of international economics and cultural interaction. In the context of globalization and increasing trade relations, understanding consumer preferences becomes critical to forming an effective export strategy and strengthening economic relations. The growing Chinese market represents a huge opportunity for Russian commodity producers, especially in the context of searching for new markets and diversifying exports. The relevance of the study is also due to dynamic changes in international politics and economics, which can significantly influence the mutual perceptions and preferences of consumers in both countries. The study of this topic contributes to the development of strategies to improve the image of Russian products abroad and expand export opportunities, which makes it not only academically significant, but also important for practical application in international business.
Research gap. The choice of research topic is due to the relevance and importance of the development of trade relations between Russia and China. Taking into account modern changes in the geopolitical situation and economic trends, analyzing the attitude of Chinese consumers towards Russian products represents a strategic task for Russian companies and government institutions. The attitude of Chinese consumers towards Russian products is an important topic to study, since China and Russia are two large neighboring countries with significant trade ties. Russian products, including agricultural products, oil and gas, and various industrial products, have the potential to take a significant share of the Chinese market. Analysis of the attitudes of Chinese consumers allows us to understand the current position of Russian goods on the Chinese market, identify the preferences and expectations of Chinese buyers, and also identify possible barriers and stereotypes that may influence the choice of goods. This knowledge is critical for Russian exporters and manufacturers to tailor their products to the needs of Chinese consumers, develop effective marketing strategies and strengthen trade relations. The prospects for Russian- Chinese trade can be extensive, given the growing Chinese market and interest in imported goods, which makes the topic relevant and promising for research and practical application.
Despite growing economic ties between China and Russia, there is a significant research gap in understanding how Chinese consumers perceive Russian food products. Existing studies primarily focus on bilateral trade volumes and food safety regulations, neglecting the subjective perceptions of consumers, which are critical to increasing market demand. (Aksenov and collagues, 2023; Hakimova and Kuskov, 2023) This omission prevents Russian food exporters from effectively targeting Chinese consumers and limits the potential for mutually beneficial economic growth.
Filling this gap will involve conducting qualitative interviews with different categories of consumers to create a deep and comprehensive picture of Chinese consumers' perceptions of Russian food products. The results will provide valuable insights into the barriers affecting Chinese consumers' perceptions and the characteristics of Chinese consumers. Therefore, we formulated research problem next way: the problem of identification of perception factors of Russian food products by Chinese consumers.
Research goal is identification of factors of perception of Russian food products by Chinese consumers and development of recommendations for the positioning of Russian brands of food products in the Chinese market.
Tasks:
1) To conduct a theoretical review of the factors influencing the perception of imported goods by consumers.
2) To study the current trends of Chinese consumerism and identify the main channels of food sales in the Chinese market.
3) To study the state of Russian food exports to China
4) To identify an appropriate research approach, including data collection and analysis
5) To analyze the data obtained, on the basis of which to draw appropriate conclusions
6) Based on the conclusions, develop recommendations on the positioning of Russian food brands in the Chinese market.
Research structure. Based on the theoretical and comparative literature review presented in Chapter 1 and Appendix B, to fulfill the purpose of the study, we decided to conduct in-depth interviews with Chinese consumers and further thematic analysis of the responses received. The goal of these methods was to create a deep and comprehensive picture of the perception of Russian food products by Chinese consumers...
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As a result of economic sanctions imposed by Western countries, Russia faced a serious challenge as the loss of the Western market for the export of its products. In this regard, the Russian government and Russian companies need to look for new directions for economic cooperation and export of their products to foreign markets. So, the search for new markets and adaptation to their characteristics and requirements has become a key aspect of the development of our country's foreign economic policy. China, which has a vast border with Russia and a long history of economic and political partnership, could become such a promising market for our country. Trade cooperation with China can provide great economic opportunities for our companies, including the export of Russian food products. So, research on the consumer behavior of the Chinese consumer and development of recommendations for positioning our brands in the Chinese market has a practical contribution to the development of business relationship between two countries.
To achieve the goal of the study, a number of objectives were outlined and successfully met after the theoretical analysis of existing literature and empirical part which consisted of qualitative methods of data collection and analysis.
To do the research, first conducted a theoretical review of Chinese research on product perception within the theoretical framework that studies product perception. In result was it was found that 1) there are no studies of Chinese consumers' perceptions in the context of Russian food products; 2) mainly quantitative studies.that only examined the relationship between certain factors and the perceptions of Chinese consumers. In communications with this was accepted solution to conduct qualitative research that could complement the quantitative data, enriching the analysis and helping to create a more comprehensive and deeper picture of the perception of Russian products by Chinese consumers.
Qualitative research confirmed the relevance of most of the factors influencing the perception of food products by Chinese consumers. The results of the in-depth interviews and thematic analysis allowed us to answer the research questions that were formulated based on the results of the theoretical review. Qualitative analysis methods helped create a deep and comprehensive understanding of Chinese consumers' perceptions of Russian food products and provide valuable insights for each research question. This qualitative study complemented previous Chinese food perception studies and confirmed the findings of previous studies that imported food products are perceived as cleaner and more environmentally friendly by the Chinese. But some factors have not been confirmed as influencing Chinese consumers' perception of Russian food products.
A detailed approach to analyzing the perception of many factors allowed us to create a comprehensive and in-depth picture of the perception of Russian food products and the emerging barriers to perception. The results made it possible to create recommendations for the positioning of Russian food brands in the Chinese market and to form a deeper and qualitative understanding of how Chinese consumers perceive Russian food products.
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