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.
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