An application of a five-stage consumer behaviour decision making model: An exploratory study of Chinese purchasing of imported health food

China has the single largest potential consumer market in the world. However, the study of Chinese consumer behaviour in purchasing health food in general is relatively rare. The research on Chinese consumer decision-making process on purchasing imported health food products in particular, is even less common. This present exploratory study reviews the previous research on culture and consumer decision-making process, as well as influence of cultural factors on Chinese consumer decisionmaking process. The aim of this study is to gain insight into Chinese consumer decision-making process on imported health food products given the Chinese culture in general and demographic factors such as gender, education, age, income, and marital status, in particular. Improved understanding of the impact of culture and demographic factors on Chinese consumer decision making process help not only foreign investors succeed in the Chinese market, but also provide a preliminary framework for future studies on Chinese consumer behaviour.