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


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


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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  • Zhou, Joyce Xin & Arnold, Mark J. & Pereira, Arun & Yu, Jun, 2010. "Chinese consumer decision-making styles: A comparison between the coastal and inland regions," Journal of Business Research, Elsevier, vol. 63(1), pages 45-51, January.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:45-51

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    References listed on IDEAS

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    1. repec:spr:ijsaem:v:8:y:2017:i:2:d:10.1007_s13198-017-0582-z is not listed on IDEAS
    2. Xu, Xun & Munson, Charles L. & Zeng, Shuo, 2017. "The impact of e-service offerings on the demand of online customers," International Journal of Production Economics, Elsevier, vol. 184(C), pages 231-244.
    3. 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.
    4. repec:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0092-9 is not listed on IDEAS


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