China’s regional differences in economic development and consumer purchasing power have a significant impact on consumption patterns and effectiveness of marketing in China. This paper proposes seven geographic market segments of China: South, East, North, Northeast, Central, Southwest and Northwest. Analyses of recent survey data suggest that Chinese consumers’ consumption patterns vary greatly across these regional markets, in both consumable products and durable goods. Multiple factors including household income, local culture, climate conditions, and product availability influence consumer purchases. These regional differences have meaningful implications for effective marketing and expansion strategies in China.
|Title of host publication||AP - Asia Pacific Advances in Consumer Research|
|Publisher||Association for Consumer Research|
|Publication status||Published - 1998|