Price influence and age segments of Beijing consumers
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.
Keywords
Citation
Anderson, P.M. and He, X. (1998), "Price influence and age segments of Beijing consumers", Journal of Consumer Marketing, Vol. 15 No. 2, pp. 152-169. https://doi.org/10.1108/07363769810210359
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited