MARKETING STRATEGIES OF LATEX PILLOWS AMONG CHINESE CONSUMERS

Abstract

This study examines the marketing strategies of LATEX pillows among Chinese consumers, particularly Generation Y, in the context of China's digital economy. It explores the demographic factors and 4P marketing mix (Product, Price, Place, Promotion) influencing consumer purchasing behavior. The research utilized a mixed-method approach, combining quantitative surveys and qualitative interviews, to analyze data from a sample of 400 Chinese consumers. Key findings revealed that the LATEX brand's product diversity, competitive pricing, efficient distribution channels, and experiential promotions significantly impacted consumer choices. The study also identifies challenges, such as supply chain disruptions and product quality issues due to global economic fluctuations. It concludes with recommendations for the LATEX brand to enhance its digital transformation, adapt its product and pricing strategies to local preferences, and leverage omnichannel marketing to engage Chinese consumers effectively. The research provides insights for the LATEX brand to navigate the competitive Chinese home furnishing market and achieve sustainable growth.

-