Managing Chinese consumers' value profiles: A comparison between Shanghai and Hong Kong

Bala Ramasamy (First Author), Matthew Yeung (Participant Author), Alan Au (Participant Author)

科研成果: 期刊稿件期刊论文

1 引用 (Web of Science)

摘要

Purpose – This paper aims to demonstrate the degree of dissimilarities among Chinese individuals' value profiles by using data collected from Shanghai and Hong Kong. Design/methodology/approach – The shortened version of the Rokeach Value Survey for consumer research by Munson and McQuarrie was used. The data collection was done by distributing copies of questionnaires to researchers' contacts who worked at financial intuitions, e.g. banks, brokers and insurance agencies in Shanghai and Hong Kong. Findings – The current study demonstrates the degree of dissimilarities among Chinese individuals' value profiles by using data collected from Shanghai and Hong Kong. Research limitations/implications – The study selects two developed cities of China only and the samples from the two cities are relatively small. Practical implications – The results imply that value‐based information should be used together with demographic information for segmenting the market. The study suggests the number of segments for Shanghai and Hong Kong. Originality/value – This study explains the significance of studying values in the context of market segmentation, particularly among Chinese populations.
源语言英语
页(从-至)257-267
期刊Cross Cultural Management: An International Journal
17
3
DOI
出版状态已出版 - 2010

Corresponding author email

myeung@ouhk.edu.hk

关键词

  • China
  • Consumer behaviour
  • Hong Kong
  • Market segmentation
  • National cultures

成果物的来源

  • ABDC-B
  • Scopus
  • SSCI

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