Chapter 4.8: Growing Consumerism Strategies for the China Market


T S Chan and Wei-ping Wu, Department of Marketing and International Business, Lingnan University, Hong Kong

Summary

Since China's 'Open Door' policy began in 1978, Chinese consumers have experienced an unprecedented consumer revolution. However, due to historical, economic and other related reasons, regional differences exist in the development of consumerism in China. This chapter investigates three key dimensions of growing consumerism in China: health consciousness, environmental consciousness and confidence in business ethics among the four major Chinese cities of Beijing, Guangzhou, Hangzhou and Xian. An ANOVA post hoc Scheffe test was employed for data analysis. Among the findings, it was revealed that consumers in Guangzhou were less environmentally conscious than their counterparts in the other three cities. It is concluded that firms should pay attention to existing regional differences in consumerism when formulating their marketing strategies for regional Chinese markets.




Doing Business with China
Doing Business with China
ISBN: 1905050089
EAN: 2147483647
Year: 2003
Pages: 648
Authors: Lord Brittan

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