Title

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

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

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Full-text Version

Publisher’s Version

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