Retail shopping establishments in the West have evolved through many different stages, in close association with Western lifestyles. The growth of supermarkets has been an important part of this trend, and in the 1980s, they were introduced in China. With their distinctive business environment, it is significant to study the success of the distribution technology transfer and how the Chinese consumers have received the Western shopping approach. This study examines supermarket shoppers in Beijing. The results provide an insight into the shopping patterns of Chinese consumers and identify potential problems for international retailers. \u
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