Sources of product information for Chinese rural consumers

Qimei Chen, Yi He, Xinshu Zhao and David Griffith

This paper reports findings from a recent survey of 1115 respondents from 34 rural counties/villages in 11 Chinese provinces.

Sources of product information for Chinese rural consumers

Qimei Chen and Yi HeShidler College of Business, University of Hawaii

Xinshu ZhaoSchool of Journalism and Mass Communication, University of North Carolina

David GriffithThe Eli Broad Graduate School of Management, Michigan State University

INTRODUCTION

The world has witnessed the Chinese economy evolve from a centrally planned to a market-driven scenario (Ji & McNeal 2001). Parallel to this evolution is the flourishing of China's advertising market, which is currently the ninth largest in the world with tremendous growth potential (Zhou et al. 2002). Some forecasts even...

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