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Academic Paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 5.50, Anglia Ruskin University, language: English, abstract: Society and culture have always had an impact on people. The latter is noticeable in consumer behaviour where clientele from different parts of the world discern the same product and reply to the same marketing messages in a totally opposing way. In fact, the consumer behaviour represents merely that: the way in which different consumers select or reject certain product or service; it also considers their actions in the particular marketplace as well as the motives, standing behind them. In this regards, the Hofstede’s framework of six cultural dimensions gives a profound explanation of the consumer behaviour of people, belonging to non-identical cultures.

Within the case of Eden project Qingdao the company managers need to understand and frame marketing mix for the diverse Chinese audience, so as to be able to influence their purchasing behaviour.