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Regional differences in consumer preference structures within China

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  • Frank, Björn
  • Abulaiti, Gulimire
  • Enkawa, Takao

Abstract

This study examines whether a single marketing strategy is sufficient to cover the Chinese market. Using data from four regions and nine industries, it finds that major regional differences in consumer preferences make regional market segmentation an attractive option. In more developed regions, consumers rely more on perceived quality and public brand image but less on quality expectations. Uyghurs care more about perceived quality and personal recognition but less about quality expectations than Han Chinese. Personal recognition is more important to southern than northern Chinese. Overall, consumer preference structures are influenced more strongly by differences in economic development than subculture.

Suggested Citation

  • Frank, Björn & Abulaiti, Gulimire & Enkawa, Takao, 2014. "Regional differences in consumer preference structures within China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 203-210.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:2:p:203-210
    DOI: 10.1016/j.jretconser.2013.12.001
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    References listed on IDEAS

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    1. Muhammad Naeem Anjum & Bi Xiuchun & Jaffar Abbas & Zhang Shuguang, 2017. "Analyzing predictors of customer satisfaction and assessment of retail banking problems in Pakistan," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1338842-133, January.
    2. Francioni, Barbara & Savelli, Elisabetta & Cioppi, Marco, 2018. "Store satisfaction and store loyalty: The moderating role of store atmosphere," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 333-341.
    3. Lee, Jaeha & Nguyen, Minhthu Jill, 2017. "Product attributes and preference for foreign brands among Vietnamese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 76-83.
    4. Georgiana-Raluca Lădaru & Marian Siminică & Maria Claudia Diaconeasa & Diana Maria Ilie & Carmen-Elena Dobrotă & Marian Motofeanu, 2021. "Influencing Factors and Social Media Reflections of Bakery Products Consumption in Romania," Sustainability, MDPI, vol. 13(6), pages 1-17, March.

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