Regional market segments of China : opportunities and barriers in a big emerging market

Geng CUI, Qiming LIU

Research output: Journal PublicationsJournal Article (refereed)

151 Citations (Scopus)


As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting effective strategies. Examines the diversity among Chinese consumers across seven regional markets. Data from a national survey suggest that consumers from various regions are significantly different from one another in terms of purchasing power, attitudes, lifestyles, media use, and consumption patterns. MNCs need to take a cautionary approach when expanding into the inland regions, and must adapt to the local market conditions and devise sustainable strategies.
Original languageEnglish
Pages (from-to)55-72
Number of pages18
JournalJournal of Consumer Marketing
Issue number1
Publication statusPublished - 1 Jan 2000
Externally publishedYes



  • China
  • Market segmentation
  • consumer behaviour
  • multinationals

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