Buying behavior is never simple, yet understanding it is an essential task of

marketing management. Bloomingdales Inc. is an American luxury department store chain mainly selling apparels; it was founded by Joseph B. and Lyman G. Bloomingdale

in 1861. It became a part of Macy's in 1994. Richly designed in red, gold,

and black motifs, Chinese colors of good fortune, the Bloomingdales popup

boutiques feature high-end Chinese-themed fashions and other merchandise

created especially for the Chinese New Year celebration. Some

locations sponsor en- tertainment such as lion dancers, Chinese tarot card

readings, calligraphy, lantern making, tea tastings, and free Zodiac nail art.

Shoppers in some stores are invited to select Chinese red enve- lopes with

prizes such as gift cards in denominations of $8, $88, or $888 (eight is a

lucky number in Chinese culture). Americans of Chinese descent, including those with

partial Chinese ancestry constitute just 1.5% of the total U.S. population as

million Chinese travellers visited the United States in 2018, down from 3.2

million in 2017. Assuming that there was no pandemic of COVID- 19 in

world.

Critically evaluate the existing focus of Bloomingdale on Chinese customer,

is it an appropriate strategy to target just Chinese consumers? Justify your

decision. Critically discuss sociocultural factors that affect consumer buying behaviour along with decision process with regard to Bloomingdale.f 2017. According to data from the National Travel and Tourism Office, 2.9