Buying behavior is never simple, yet understanding it is an essential task of marketing management. Bloomingdale's 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 Bloomingdale's 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 of 2017. According to data from the National Travel and Tourism Office, 2.9 (10+15=25) ADVANCED MARKETING MANAGEMENT Regenesys Business School 6 million Chinese travelers 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.