First Name:
Anastasia
Last Name:
Gray
Major Department:
Spanish/Marketing
Thesis Director:
Eva Hyatt
Date of Thesis:
Dec 2010
The Chinese government's implementation of the one-child policy in 1979 was the first time in the world's history that such a strict fertility restriction was placed on a large population. The policy led to the fast-paced modernization of China from a third World country to a first World nation of only children also known as "Little Emperors". Parents and grandparents of these only children had lived through the Great Leap Forward and the Cultural Revolution, and therefore see it as imperative to provide their children a better life than they experienced.
This research paper examines the effects of the one-child policy on consumer behavior in modern China. Since the policy will be in effect at least until 2015 according to the Chinese government, not only does this paper consider the impact of the policy today but it also looks into the future to forecast how the policy will continue to affect consumer behavior patterns. The theoretical background discussed herein includes the theory of the extended self as a motivator for consumption as china's older generation lives vicariously through China's youth. Also, this research strives to define the needs, motivators and product symbolism that influence consumers. It also examines the one-child policy's effect on women as purchase decision makers and therefore essential members of society.