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

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 find...

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Bibliographic Details
Published in:Journal of business research 2010, Vol.63 (1), p.45-51
Main Authors: Zhou, Joyce Xin, Arnold, Mark J., Pereira, Arun, Yu, Jun
Format: Article
Language:English
Subjects:
China
Chinese consumer
Chinese consumer Regional subculture Decision-making styles Regional comparison
Comparative analysis
Consumer behavior
Consumer goods
Consumerism
Consumers
Cultural norms
Cultural values
Culture
Decision making
Decision-making styles
Economic geography
Regional comparison
Regional subculture
Shopping
Studies
Subculture
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2009.01.010