Eating is a basic need for human life and the variety of offered food worldwide is huge. In China, the fast developing nation with an increasing number of habitants and a booming economy, the offer of foreign cuisines grows steadily. The variety includes Western dishes, too, which are slowly establishing in China. Existing differences between Chinese and Western restaurants and dishes are obvious. Thus, this paper investigates which factors influence the consumption patterns of the Chinese regarding Western food, taking the current offer in Shanghai as an example. Exploring this question a qualitative analysis with Chinese partici-pants was conducted. For the analysis, 15 categories were developed based on 7 interviews, which provided detailed information about the participant’s attitude, opinion and consumption behavior regarding Western food. The Chinese consciously chose Western restaurants because of the environment there, the different taste of the food or to learn more about a foreign culture. Due to the Opening-up policy and an ongoing globalization process, the younger generation becomes more open-minded and interested in experiencing something new and demands an increased offer with high quality. Implications and limitations are discussed. This research paper reveals the need to question the consumption patterns of the Chinese in order to learn about their wants and figuring out what they like and dislike regarding Western food.
Table of Contents
1 Introduction
2 Theoretical Background
3 Conceptual Design
3.1 Sampling and Conduction
3.2 Evaluation approach
4 Description of the Findings
4.1 Description of the Closed Questions
4.2 Description of the Categories
4.2.1 Category 1: Western food
4.2.2 Category 2: Restaurant Environment
4.2.3 Category 3: Development
4.2.4 Category 4: Personal characteristics
4.2.5 Category 5: Generation gap
4.2.6 Category 6: Eating habits
4.2.7 Category 7: Offer
4.2.8 Category 8: Demand
4.2.9 Category 9: Company
4.2.10 Category 10: Food and restaurant preferences
4.2.11 Category 11: Price
4.2.12 Category 12: Food as a part of culture
4.2.13 Category 13: Status
4.2.14 Category 14: Consumption location
4.2.15 Category 15: Term Western food
5 Interpretation of the Empirical Results
6 Implications and Limitations of the Results
7 Conclusion
Objectives and Research Themes
This research paper investigates the factors influencing the consumption patterns of Chinese individuals regarding Western food, specifically within the context of Shanghai as a rapidly globalizing metropolis. The study aims to uncover the underlying motives, attitudes, and behaviors of local consumers and explore how these are shaped by socioeconomic transformation, generational differences, and exposure to foreign culture.
- Socioeconomic drivers and the impact of the "Opening-up" policy on food consumption.
- The role of generational gaps in shaping attitudes toward Western versus traditional Chinese food.
- Individual motivations for visiting Western restaurants, including atmosphere and cultural experience.
- Challenges and barriers to frequent Western food consumption, such as price, accessibility, and habit.
- The relationship between Western food consumption and the formation of social identity in urban China.
Excerpt from the Book
4.2.2 Category 2: Restaurant Environment
This category refers to the environment and surrounding of a Western restaurant. It also aims at finding out about the atmosphere. A typical phrase comes from C: “It’s more delicate and more civil than the Chinese way of eating.” (119).
Five out of seven persons directly say that Western restaurants are quieter (84/120/143/182/255). P and Va add that the atmosphere is relaxed and more comfortable than in a Chinese restaurant (2/183). Moreover, the environment appears to be more regulated and formal, which is e.g. indicated by eating with a fork and knife instead of chopsticks (5/118/146). S answers that Western restaurants are more romantic due to darker lights and nice music (85/85/86). Ve also thinks that the environment is generally better, even though it is difficult to compare (238). She also has the opinion that the decoration is more modern (239). Va also says that the decoration is nice in Western restaurants (182). Another aspect includes the fact that in Chinese restaurants people tend to chat and laugh loudly (121/122), which might be annoying sometimes. In contrast to this it is less disturbing in Western restaurants because people behave more formal.
Summary of Chapters
1 Introduction: Introduces the research context regarding the rising importance of food as a cultural and social indicator in China, focusing on Western food consumption in Shanghai.
2 Theoretical Background: Examines literature on food globalization, socioeconomic development, and changing Chinese consumption patterns, referencing concepts like Engel’s law and the impact of globalization.
3 Conceptual Design: Details the methodology, explaining the use of qualitative, problem-centered interviews and the application of Philipp Mayring’s Qualitative Content Analysis.
4 Description of the Findings: Presents the primary results derived from interviews, categorized into 15 specific themes ranging from taste and environment to pricing and social status.
5 Interpretation of the Empirical Results: Analyzes the gathered data, linking individual consumer experiences to broader processes of modernization and cultural shifts in Shanghai.
6 Implications and Limitations of the Results: Discusses practical suggestions for the food industry and acknowledges study limitations, such as the non-representative, small sample size.
7 Conclusion: Summarizes key findings, emphasizing the importance of generational shifts and the distinct role Western restaurants play as a "special experience" rather than just a food source.
Keywords
Western food, Shanghai, consumption patterns, globalization, qualitative analysis, restaurant environment, generational gap, eating habits, food culture, consumer demand, socioeconomic development, modernization, qualitative interviews, food choice, social identity.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the factors influencing Chinese consumption patterns regarding Western food, with a specific focus on the experiences and perceptions of individuals living in Shanghai.
What are the primary thematic areas covered in this study?
The study covers a wide range of themes, including food taste and quality, the role of restaurant environments, the influence of economic development, generational differences in consumption, and the social symbolism of Western dining.
What is the central research question?
The research seeks to identify what drives Chinese individuals to choose Western cuisine, under what circumstances they consume it, and how they differentiate it from their traditional diet.
Which scientific method is utilized in this paper?
The author employs a qualitative research design, specifically utilizing problem-centered interviews and the Qualitative Content Analysis method developed by Philipp Mayring.
What topics are explored in the main body of the paper?
The main body details 15 distinct categories of findings, covering everything from the influence of personal characteristics and travel experiences to the perceived price-value ratio of Western food in China.
Which keywords best characterize the work?
Key terms include Western food, Shanghai, consumption patterns, globalization, food culture, and generational gap, among others.
How does the author define the "Generation Gap" regarding food?
The author identifies a clear distinction where younger generations are more open-minded and experienced with Western food due to modern information channels, while the older generation remains more traditional and skeptical.
Why is Shanghai considered the focal point of this study?
Shanghai is selected because it is regarded as the most Westernized city in China, making it an ideal environment to observe the intersection of traditional Chinese habits and international food influences.
Is the consumption of Western food considered a status symbol?
The findings suggest that while Western food may have been a prestige issue in the past, it is currently no longer strongly linked to high status, but rather to the occasion and the specific restaurant quality.
What does the author conclude about the future of Western food in China?
The author concludes that demand is growing, but accessibility and variety need to improve, and that Western restaurants will continue to serve as unique "experiences" for special occasions rather than daily staples.
- Quote paper
- Sina Gerdes (Author), 2014, Western food in Shanghai. Chinese consumption patterns and globalization in China, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/276665
