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Who is the Chinese consumer? Segmentation in the People's Republic of China

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  • Schmitt, Bernd

Abstract

This article is a shortened and revised version of the inauguration speech that Bernd Schmitt delivered in October 1996 in Shanghai as the Bat Chair of Marketing at CEIBS.1 The BAT Chair is the first chair ever donated to a business school in China. The article provides a review of three different segmentation approaches to the Chinese consumer market: geographic, demographic and psychographic/lifestyles segmentation. Given the increased segmentation of the Chinese market, especially in the cities, psychographic/lifestyles segmentation seems to be necessary for the marketing of consumer goods.

Suggested Citation

  • Schmitt, Bernd, 1997. "Who is the Chinese consumer? Segmentation in the People's Republic of China," European Management Journal, Elsevier, vol. 15(2), pages 191-194, April.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:2:p:191-194
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    Cited by:

    1. Mao, Haiou & Görg, Holger & Fang, Guopei, 2023. "Time to say goodbye? The impact of environmental regulation on foreign divestment," KCG Working Papers 27, Kiel Centre for Globalization (KCG).
    2. Mu, Qing & Lee, Keun, 2005. "Knowledge diffusion, market segmentation and technological catch-up: The case of the telecommunication industry in China," Research Policy, Elsevier, vol. 34(6), pages 759-783, August.
    3. Mao, Haiou & Görg, Holger & Fang, Guopei, 2023. "Time to say goodbye? The impact of environmental regulation on foreign divestment," Kiel Working Papers 2255, Kiel Institute for the World Economy (IfW Kiel).
    4. Burcu ILTER & Bilge AYKOL & Ozge OZGEN, 2009. "Attitudes Towards Purchasing From Foreign Apparel Retailers: The Effects Of Age And Foreign Country Visits," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(1), pages 43-60.
    5. Liu, Martin J. & Yannopoulou, Natalia & Bian, Xuemei & Elliott, Richard, 2015. "Authenticity Perceptions in the Chinese Marketplace," Journal of Business Research, Elsevier, vol. 68(1), pages 27-33.
    6. Sangwan, S. & Chong, G. & Pau, L-F., 2008. "Key Issues in Expansion of End-User Mobile Communication in China," ERIM Report Series Research in Management ERS-2008-011-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    7. Keun Lee & Sunil Mani & Qing Mu, 2012. "Explaining Divergent Stories of Catch-up in the Telecommunication Equipment Industry in Brazil, China, India and Korea," Chapters, in: Franco Malerba & Richard R. Nelson (ed.), Economic Development as a Learning Process, chapter 2, Edward Elgar Publishing.
    8. Mao, Haiou & Görg, Holger & Fang, Guopei, 2023. "Time to Say Goodbye? The Impact of Environmental Regulation on Foreign Divestment," IZA Discussion Papers 16406, Institute of Labor Economics (IZA).

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