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Before analyzing and understanding how Italian products, especially cheese, have entered the Chinese market, how they were welcomed by local customers and how one of the most ancient Italian dairy firms has been able to achieve such great results in this large heterogeneous market, it is good to explain and introduce how culture influences the choices of customers and the food habits of people. Since ancient times, consumption has always characterized the lives of people. Goods are crucial to our lives and they have always underlined the existent difference between individuals and between the different groups of society. Customers make purchasing choices according to the meaning that goods represent to the individuals within the same group. It is thanks to goods that they use that it is possible to outline the differences between many social groups and in this way goods become representative of their cultural profile.

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Di Palma, Andrea
Andrea Di Palma graduated in Languages, Economics and Institutions of Asia and North Africa at University Cà Foscari of Venice, in 2017.

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