In course of the preparation of the research various limitations has been encountered. First of all, the compressed timeframe as of the dual degree program schedule caused overall a narrow approach to the study. Therefore, the study forms a normative approach by the utilisation of the existing but not connected pieces of information rather than an exploratory one. The structure of the dissertation has been prepared according to the actual time limitations.
Moreover, the context of the study is the P. R. China, which evoked limitations in access to information as well as the interpretation of the information. The subject of the empirical analysis, the 2013 issues of Robb Report China were not available in any electronic format. The online purchase of the hard-copies was not recommended by Chinese contacts due to the expectation that they would not be delivered or internalised in the EU countries due to the customs regulations. Such limitation made the author to contact the headquarters of the magazine as well as the editor in the Chinese partner firm. Through personal endeavour of the editors, only five issues of the magazine could be obtained going through long delays of delivery. The limited access to the magazine’s issues caused a forced shrinking to the focus of the study which impacted the quality of the empirical section.
Similarly, the fact that the analysed material was in Chinese language, a native translator and interpreter had to be partnered with.
It should be mentioned that this research embraced cross-disciplinary issues.
Nevertheless, the view point has been from the business management and marketing management aspects. Knowledge of other disciplines has been integrated to the study only if the related connections were established.
Moreover, the theoretical sections and the covered information have been refined to reflect only the related parts of the entire.
Together with the time constrain, the focus of the study have been narrowed down including the exclusion of the actual field work in the P. R. China. The field work could have enriched the work with the viewpoints of the actual consumers as well as the firms via surveys with the marketing managers of personal network.
Similarly, the narrow focus gave birth to the identification of one single publication to be used for the empirical analysis. Even though the selected publication is powerful in reflecting the affluent Chinese consumer, further research with larger involvement including alternative publications and field work is seen as important. In this way, the normative study of generating connection and between constructs for strategic suggestions could be pulled deeper as to match consumer segments and message strategies.
The psychographic segmentation methodology used in this study is done by a researcher who based his research on examples in the West. That is to say, further segmentation research with unique eastern-culture criteria could offer further insights in consumer behaviour in Chinese context. This is also valid for the marketing communication-related aspects.
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