Abstract
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 language | English |
|---|---|
| Pages (from-to) | 84-106 |
| Number of pages | 23 |
| Journal | Journal of International Marketing |
| Volume | 9 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Mar 2001 |
Keywords
- consumption patterns
- demographic indicators
- emerging market segments
- segment profiles
- transitional economies
- urban China