The myth of China as a single market – the influence of personal value differences on buying decisions

Xin-An Zhang, Nicholas Grigoriou and Li Ly

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

INTRODUCTION

Do NOT take China as a single market: take it as a continent including many distinct countries ... Consumers in Beijing are conservative and rational, while those in Shanghai are pursuing name-brands. People in Guangzhou are as practical in buying as those in Hong Kong.

(French merchant)

The People's Republic of China is a leading force in today's global economy. The open-door policy has brought in...

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