Regional differences in consumer preference structures within China
Regional differences in consumer preference structures within China
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DOI：
10.1016/j.jretconser.2013.12.001
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发表时间：
2014-03
影响因子：
10.4
通讯作者：
B. Frank;Gulimire Abulaiti;T. Enkawa
中科院分区：
文献类型：
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作者：
B. Frank;Gulimire Abulaiti;T. Enkawa
本研究旨在探讨单一的营销策略是否足以覆盖中国市场。使用来自四个地区和九个行业的数据，它发现，消费者偏好的主要区域差异使区域市场分割成为一个有吸引力的选择。在较发达地区，消费者更多地依赖感知质量和公共品牌形象，而较少依赖质量期望。维族人比汉族人更关心感知质量和个人认可，而不太关心质量期望。南方人比北方人更重视个人认同。总体而言，消费者偏好结构更强烈地受到经济发展差异的影响，而不是亚文化。
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.