Segmenting the Chinese consumer market : a hybrid approach

Research output: Journal PublicationsJournal Article (refereed)

18 Citations (Scopus)

Abstract

China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China's consumer market using a hybrid approach including demographics, psychographics and geographics. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.
Original languageEnglish
Pages (from-to)55-76
Number of pages22
JournalJournal of International Consumer Marketing
Volume11
Issue number1
DOIs
Publication statusPublished - 1999
Externally publishedYes

Fingerprint

Consumer markets
China
Chinese consumers
Hybrid approach
Multinational corporations
Marketing strategy
Marketers
Demographics
Psychographics
Market demand
Foreign investment
Emerging markets

Keywords

  • Segmentation
  • Marketing strategy
  • China’s consumer market

Cite this

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Segmenting the Chinese consumer market : a hybrid approach. / CUI, Geng.

In: Journal of International Consumer Marketing, Vol. 11, No. 1, 1999, p. 55-76.

Research output: Journal PublicationsJournal Article (refereed)

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