Chinese consumer decision-making styles: A comparison between the coastal and inland regions

Zhou, J X and Arnold, M J and Pereira, A and Yu, J (2010) Chinese consumer decision-making styles: A comparison between the coastal and inland regions. Journal of Business Research, 63 (1). 45 - 51.

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Abstract

China is rapidly becoming an important market for consumer goods, but relatively little is known about variations in consumer shopping patterns in different regions of China. We employ a cultural materialism perspective in understanding decision-making styles of inland and coastal shoppers. Our findings reveal that consumers in the two regional markets do not differ in utilitarian shopping styles but they do in hedonic shopping styles. Marketers need to understand these differences to be able to market effectively to consumers in different regional markets within China.

Affiliation: John Cook School of Business, Saint Louis University, USA
ISB Creators:
ISB CreatorsORCiD
Pereira, AUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: Regional comparison
Subjects: Marketing
Depositing User: LRC ISB
Date Deposited: 13 Jun 2015 10:14
Last Modified: 13 Jun 2015 16:54
URI: http://eprints.exchange.isb.edu/id/eprint/401
Publisher URL: http://dx.doi.org/10.1016/j.jbusres.2009.01.010
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0148-2963/
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