Regional differences in consumer preference structures within China

Björn Frank, Gulimire Abulaiti, Takao Enkawa

研究成果: Article

13 引用 (Scopus)

抜粋

This study examines whether a single marketing strategy is sufficient to cover the Chinese market. Using data from four regions and nine industries, it finds that major regional differences in consumer preferences make regional market segmentation an attractive option. In more developed regions, consumers rely more on perceived quality and public brand image but less on quality expectations. Uyghurs care more about perceived quality and personal recognition but less about quality expectations than Han Chinese. Personal recognition is more important to southern than northern Chinese. Overall, consumer preference structures are influenced more strongly by differences in economic development than subculture.

元の言語English
ページ(範囲)203-210
ページ数8
ジャーナルJournal of Retailing and Consumer Services
21
発行部数2
DOI
出版物ステータスPublished - 2014 3 1
外部発表Yes

ASJC Scopus subject areas

  • Marketing

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