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

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  • Zhou, Joyce Xin
  • Arnold, Mark J.
  • Pereira, Arun
  • Yu, Jun
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    Abstract

    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 1 (January)
    Pages: 45-51

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:45-51

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Chinese consumer Regional subculture Decision-making styles Regional comparison;

    References

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    Cited by:
    1. Gentina, Elodie & Butori, Raphaƫlle & Rose, Gregory M. & Bakir, Aysen, 2014. "How national culture impacts teenage shopping behavior: Comparing French and American consumers," Journal of Business Research, Elsevier, vol. 67(4), pages 464-470.

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