Executive insights : emerging market segments in a transitional economy : a study of urban consumers in China

Geng CUI, Qiming LIU

Research output: Journal PublicationsJournal Article (refereed)


How to integrate the emerging consumer segments in transitional economies into multinational corporations' global marketing strategies presents a significant challenge. An analysis of China's urban consumers based on a 1997 national survey reveals several market segments that are distinctive in their demographics, psychographics, lifestyles, media usage, and consumption patterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.
Original languageEnglish
Pages (from-to)84-106
Number of pages23
JournalJournal of International Marketing
Issue number1
Publication statusPublished - 1 Mar 2001



  • consumption patterns
  • demographic indicators
  • emerging market segments
  • segment profiles
  • transitional economies
  • urban China

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