Regional differences in consumer preference structures within China

Frank, Björn, Gulimire Abulaiti and Takao Enkawa

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 2, 203-210

Abstract: This study examines whether a single marketing strategy is sufficient to cover the Chinese market. Using data from four regions and nine industries, it finds that major regional differences in consumer preferences make regional market segmentation an attractive option. In more developed regions, consumers rely more on perceived quality and public brand image but less on quality expectations. Uyghurs care more about perceived quality and personal recognition but less about quality expectations than Han Chinese. Personal recognition is more important to southern than northern Chinese. Overall, consumer preference structures are influenced more strongly by differences in economic development than subculture.

Keywords: China; Customer satisfaction; Economic development (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:2:p:203-210

DOI: 10.1016/j.jretconser.2013.12.001

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