Emerging market segments in a transitional economy : a study of urban consumers in China

Citation data:

Journal of International Marketing, ISSN: 1069-031X, Vol: 9, Issue: 1, Page: 84-106

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Repository URL:
http://commons.ln.edu.hk/sw_master/602; https://works.bepress.com/gcui/19
CUI, Geng; LIU, Qiming
American Marketing Association
article description
How to integrate the emerging consumer segments in transitional economies into multinational corporations' global marketing strategies presents a significant challenge. An analysis of China's urban consumers based on a 1997 national survey reveals several market segments that are distinctive in their demographics, psychographics, lifestyles, media usage, and consumption patterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.