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Regional market segments of China: opportunities and barriers in a big emerging market

Regional market segments of China: opportunities and barriers in a big emerging market 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Regional market segments of China: opportunities and barriers in a big emerging market

Journal of Consumer Marketing , Volume 17 (1): 18 – Feb 1, 2000

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References (31)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010309546
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 2000

Keywords: Market segmentation; China; Multinationals; Consumer behaviour

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