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Chinese Retail’s Consumer Psychology and Competitive Advantage: The Fat Donglai Case

Year: 2025

Type: article

Abstract: This study explores how Fat Donglai leverages consumer psychology to achieve competitive advantage in China's retail market. Through case analysis and structural equation modeling (SEM), it examines Fat Donglai’s effective store management, cultural integration, emotional resonance strategies, and supply-chain efficiency. Results reveal that emotional value, cultural triggers, and exceptional service significantly enhance consumer loyalty. The research concludes that psychological engagement offers a more sustainable competitive advantage than traditional price competition, providing practical insights for retailers seeking deeper consumer connections.

Source: Advances in Economics Management and Political Sciences

DOI: 10.54254/2754-1169/2025.22427

Author: Zuoyang Zheng

Institution: University of Birmingham

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4409775824

FWCI:

Cites: 3

Cited by:

Related to: 10