Price influence and age segments of Beijing consumers

Xiaohong He

58 citations0/0 files storedJournal of Consumer Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

To help multinationals meet consumer needs in the People’s Republic of China (PRC), this paper describes culture, social forces, marketing mix and consumer behavior for durables and nondurables. Cameras, cosmetics, fast food restaurants and soft drinks are in earlier lifecycle stages in the PRC than in the USA, and represent a price/durability continuum. A joint effort of USA/PRC researchers, with about 3,000 responses, shows that product versus price‐focus differentiates price segments, and consumer product experience differentiates age segments. Results suggest culture‐relevant research procedures, and strategic implications for marketing to price and age segment(s) in regions like Beijing.

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References

1994Customer Evaluation of Products in a Global Market 2009Managing cultural differences 1989Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan 1997Development of consumer behavior patterns among Chinese children 1993Mirror, Mirror: Some Postmodern Reflections on Global Advertising

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