Regional market segments of China : opportunities and barriers in a big emerging market
Document Type
Journal article
Source Publication
Journal of Consumer Marketing
Publication Date
1-1-2000
Volume
17
Issue
1
First Page
55
Last Page
72
Publisher
Emerald Publishing Limited
Keywords
Market segmentation, China, multinationals, consumer behaviour
Abstract
As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting effective strategies. Examines the diversity among Chinese consumers across seven regional markets. Data from a national survey suggest that consumers from various regions are significantly different from one another in terms of purchasing power, attitudes, lifestyles, media use, and consumption patterns. MNCs need to take a cautionary approach when expanding into the inland regions, and must adapt to the local market conditions and devise sustainable strategies.
DOI
10.1108/07363760010309546
Print ISSN
07363761
E-ISSN
20521200
Publisher Statement
Copyright © MCB UNIVERSITY PRESS
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Cui, G., & Liu, Q. (2000). Regional market segments of China: Opportunities and barriers in a big emerging market. Journal of Consumer Marketing, 17(1), 55-72. doi: 10.1108/07363760010309546