No doubt, any Western company that wishes to enter the Chinese consumer market needs to take the ordinary Chinese consumer into confidence. In light of earlier experience of some Chinese mothers with certain foreign baby food marketers, consumers of food products in China have now become all the more cautious about Western marketers. The enormous economic and demographic growth China has witnessed over the past two decades have made China the favorite market of consumer goods produced across the world (Kynge, 2007). Unquestionably, building up trust with the Chinese customers is the greatest challenge confronting companies that want to ...
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