Explain and analyse the reasons for the increasing popularity of cosmetic surgery among female consumers in Chinese market.
1. Introduction
Cosmetic surgery, a means to alter people’s appearance for a more desirable look, has been increasingly prevalent in China. In 2003, a female fashion writer Hao Lulu undertook multiple cosmetic operations and became the spokeswoman for Beijing EverCare Hospital (Luo, 2012). Her successful experience firstly indicates China’s modern artificial beauty. Afterwards, a growing number of the Chinese, particularly women, undertake cosmetic procedures. These women have spent around 20 billion yuan per year on perfecting appearance and lead to the flourishing industry of cosmetic surgery (Luo, 2013). To explain the reasons for the increasing popularity cosmetic surgery among Chinese women, this essay will analyse three factors that are culture, identity and motivation which influence consumers’ purchase decisions. More specifically, relevant theories and models will be respectively applied to the analyse rising consumption of Chinese cosmetic surgery. Finally it will argue that culture, identity and motivation play a significant …show more content…
However, there are some paradoxes in this theory. Namely, both sides in a dimension may explain Chinese increasing cosmetic surgery in a globally changing environment. In terms of reasons for cosmetic surgery, for some women it can be a pursuit for an individual and feminine lifestyle while for others it can be following a collective and hierarchical order or gaining achievement (Luo, 2013). For some women it can be the attraction of western beauty standard and fashion while for others it can be retaining an oriental beauty (Luo, 2012). Nonetheless, Hofstede’s dimension theory is still a fundamental and practical theory for analysing culture and consumer
1. Introduction
Cosmetic surgery, a means to alter people’s appearance for a more desirable look, has been increasingly prevalent in China. In 2003, a female fashion writer Hao Lulu undertook multiple cosmetic operations and became the spokeswoman for Beijing EverCare Hospital (Luo, 2012). Her successful experience firstly indicates China’s modern artificial beauty. Afterwards, a growing number of the Chinese, particularly women, undertake cosmetic procedures. These women have spent around 20 billion yuan per year on perfecting appearance and lead to the flourishing industry of cosmetic surgery (Luo, 2013). To explain the reasons for the increasing popularity cosmetic surgery among Chinese women, this essay will analyse three factors that are culture, identity and motivation which influence consumers’ purchase decisions. More specifically, relevant theories and models will be respectively applied to the analyse rising consumption of Chinese cosmetic surgery. Finally it will argue that culture, identity and motivation play a significant …show more content…
However, there are some paradoxes in this theory. Namely, both sides in a dimension may explain Chinese increasing cosmetic surgery in a globally changing environment. In terms of reasons for cosmetic surgery, for some women it can be a pursuit for an individual and feminine lifestyle while for others it can be following a collective and hierarchical order or gaining achievement (Luo, 2013). For some women it can be the attraction of western beauty standard and fashion while for others it can be retaining an oriental beauty (Luo, 2012). Nonetheless, Hofstede’s dimension theory is still a fundamental and practical theory for analysing culture and consumer