Regional differences in consumer preference structures within China

被引：15

作者：

Frank, Bjoern ^{[1
,2
]}

Abulaiti, Gulimire ^{[1
,3
]}

Enkawa, Takao ^{[1
,2
]}

机构：

[1] Tokyo Inst Technol, Dept Ind Engn & Management, Meguro Ku, W9-53,2-12-1 O Okayama, Tokyo 1528552, Japan

[2] Tokyo Inst Technol, Dept Ind Engn & Management, Tokyo, Japan

[3] SMS Philippines Healthcare Solut Inc, Makati, Philippines

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2014年 / 21卷 / 02期

关键词：

China; Customer satisfaction; Economic development;

D O I：

10.1016/j.jretconser.2013.12.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2013 Elsevier Ltd. All rights reserved.

引用

页码：203 / 210

页数：8

共 61 条

[1] Customer satisfaction and shareholder value [J].