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

Geng Cui (Associate Professor of Marketing, Department of Marketing, School of Business, Howard University, Washington, DC, USA)
Qiming Liu (Gallup Research Co. Ltd (China), Beijing, China)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 2000



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.



Cui, G. and Liu, Q. (2000), "Regional market segments of China: opportunities and barriers in a big emerging market", Journal of Consumer Marketing, Vol. 17 No. 1, pp. 55-72.




Copyright © 2000, MCB UP Limited

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