Working on sociocultural dynamics and customers' segmentation from local to global: An application case on well-being, health and Generation Z

Alexandre Merza, Laetitia Ricci
PSA Peugeot Citroën
Catherine Becker and Xiaoyuan Zheng
Metis Jujing Marketing Research Consulting


For a major actor of the automotive sector such as PSA Peugeot Citroën, understanding the Chinese market is a critical issue. With the creation of the new DS brand in the country, PSA needs understand Chinese expectations as closely as possible.

To capture this market, and to get its specificities, one has to understand this society as the frame for huge social and geographical mobility. Within this frame, China today sees the rise of the first deeply interconnected globalized world generation. They are commonly described as the post-1980s generation.