Who is the Chinese consumer? Segmentation in the People's Republic of China

Bernd Schmitt

European Management Journal, 1997, vol. 15, issue 2, 191-194

Abstract: This article is a shortened and revised version of the inauguration speech that Bernd Schmitt delivered in October 1996 in Shanghai as the Bat Chair of Marketing at CEIBS.1 The BAT Chair is the first chair ever donated to a business school in China. The article provides a review of three different segmentation approaches to the Chinese consumer market: geographic, demographic and psychographic/lifestyles segmentation. Given the increased segmentation of the Chinese market, especially in the cities, psychographic/lifestyles segmentation seems to be necessary for the marketing of consumer goods.

Date: 1997
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