Regional diversity in China and its impact on pricing strategy

Lynn Y.S. Lin

A summary of a study undertaken by Grey China which highlights the differences and similarities between Chinese consumers, depending on where they live.

Regional diversity in China and its impact on pricing strategy.

Lynn Y.S Lin BBI Marketing Services, Inc., United States

INTRODUCTION

China, with its 1.2 billion people, presents itself as one of the most promising future markets for most multinational companies. China also has a proud and continuous history of more than five thousand years with one written language. However, China, through its historical and political development, was often isolated regionally. It is a very diverse country with more than three hundred local dialects. These regional differences translate into differences in consumer attitude and purchasing behavior between product categories...

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