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To achieve the successful penetration into the female car market in China, there has to be an identification of Chinese female consumers’ needs, and the issues that influence them. However, it is a new market in China and companies did not have any clear strategies because they might risk losing male consumers. Therefore, this research decided to do an in depth study of the trend in the female vehicle market in China.
The main purpose of this research is to identify the factors which influence female consumers when purchasing a car in China, including, for example, price, economics, culture, style, performance and so on...
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