China is a large heterogeneous market with diversified consumer behaviour in different regions. This study aims to examine personal value differences between consumers in China’s inland and coastal regions, and further examine their influence on retail buying decisions.
The myth of China as a single market – the influence of personal value differences on buying decisions
Xin-An Zhang and Li LyShanghai Jiao Tong University
Nicholas GrigoriouMonash College
Do NOT take China as a single market: take it as a continent...