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...