Title

Executive insights : emerging market segments in a transitional economy : a study of urban consumers in China

Document Type

Journal article

Source Publication

Journal of International Marketing

Publication Date

3-1-2001

Volume

9

Issue

1

First Page

84

Last Page

106

Keywords

emerging market segments, transitional economies, urban China, demographic indicators, segment profiles, consumption patterns

Abstract

How to integrate the emerging consumer segments in transitional economies into multinational corporations' global marketing strategies presents a significant challenge. An analysis of China's urban consumers based on a 1997 national survey reveals several market segments that are distinctive in their demographics, psychographics, lifestyles, media usage, and consumption patterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.

DOI

10.1509/jimk.9.1.84.19833

Print ISSN

1069031X

E-ISSN

15477215

Publisher Statement

Copyright © Journal of International Marketing

Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Cui, G., & Liu, Q. (2001). Executive insights: Emerging market segments in a transitional economy: A study of urban consumers in China. Journal of International Marketing, 9(1), 84-106. doi: 10.1509/jimk.9.1.84.19833