Lifestyle segmentation of the Chinese consumer

Forest Ma

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons.

Greater China
Lifestyle, psychographic segmentation

Lifestyle Segmentation of the Chinese Consumer

Forest Ma

Sinomonitor International, China

INTRODUCTION

Since Smith's (1956) introduction of market segmentation, it has become one of the most important concepts in marketing. It reveals that customers may be...

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