Burgeoning consumerism in transitional economies has significant implications for both multinational corporations and local companies. Based on a survey of four cities in mainland China, this research examines consumer attitudes toward marketing, and compares the findings with those of previous studies of other economies. The results suggest that consumers in mainland China are less critical of marketing than their counterparts in advanced economies. Furthermore, consumer attitudes toward marketing, beliefs about business, and their interactions have significant effects on consumer satisfaction. The implications for marketing operations in transitional economies and avenues for future research are explored.
|Number of pages||17|
|Journal||Journal of Consumer Marketing|
|Publication status||Published - 1 Mar 2004|
- Customer satisfaction
- Economic change
- Marketing intelligence
- National economy