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

This paper describes research in China which seeks to understand Generation Z through a 'glocal' approach to segmentation.

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

Alexandre Merza, Laetitia RicciPSA Peugeot CitroënCatherine Becker and Xiaoyuan ZhengMetis Jujing Marketing Research Consulting

Introduction

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...

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