Price influence and age segments of Beijing consumers

Patricia M. Anderson (Department of Marketing and International Business, School of Business, Quinnipiac College, Hamden, Connecticut, USA)
Xiaohong He (Department of Marketing and International Business, School of Business, Quinnipiac College, Hamden, Connecticut, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1998

Abstract

To help multinationals meet consumer needs in the People’s Republic of China (PRC), this paper describes culture, social forces, marketing mix and consumer behavior for durables and nondurables. Cameras, cosmetics, fast food restaurants and soft drinks are in earlier lifecycle stages in the PRC than in the USA, and represent a price/durability continuum. A joint effort of USA/PRC researchers, with about 3,000 responses, shows that product versus price‐focus differentiates price segments, and consumer product experience differentiates age segments. Results suggest culture‐relevant research procedures, and strategic implications for marketing to price and age segment(s) in regions like Beijing.

Keywords

Citation

Anderson, P. and He, X. (1998), "Price influence and age segments of Beijing consumers", Journal of Consumer Marketing, Vol. 15 No. 2, pp. 152-169. https://doi.org/10.1108/07363769810210359

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Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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