Regional differences in consumer preference structures within China |
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| Institution: | 1. Department of Oral and Maxillofacial Plastic Surgery (Head: A. C. Kübler), University Hospital Würzburg, Pleicherwall 2, 97070 Würzburg, Germany;2. Institute of Pathology (Head: A. Rosenwald), University Würzburg, Josef-Schneider-Straße 2, 97080 Würzburg, Germany;3. Center for Oral Pathology, Friedrich-Ebert-Str. 33-34, 14469 Potsdam, Germany;4. Comprehensive Cancer Center Mainfranken (Head: R. Bargou), Josef-Schneider-Straße 6, 97080 Würzburg, Germany;1. College of Computer and Information Science, Chongqing Normal University, Chongqing 401331, China;2. College of Mathematics and Statistics, Chongqing University, Chongqing 401331, China;1. University of Thessaly, Department of Agriculture Crop Production and Rural Environment, Fytoko, 38446 Volos, Greece;2. University of Thessaly, Department of Planning and Regional Development, Pedion Areos, 38334 Volos, Greece;1. Business School, Faculdade Meridional – IMED, Senador Pinheiro, 304, Cep: 99070-220, Passo Fundo, Brazil;2. School of Management, Universidade Federal do Rio Grande do Sul, Washington Luis, 855, Cep: 90460-010, Porto Alegre, Brazil;3. School of Management, Universidade FEEVALE, ERS 239, 2755, Cep: 93352-000, Novo Hamburgo, Brazil;1. Maringá State University, Av Colombo 5.790, Maringá, PR, CEP 87020-900, Brazil;2. University of Brasília, Brazil;1. Department of Industrial and System Engineering, Chung Yuan Christian University, Chung Pei Road No. 200, Chungli City 32023, Taiwan;2. Department of Information Technology, Satya Wacana Christian University, Jl. Diponegoro 52-60, Salatiga 50711, Indonesia;3. Department of Industrial Engineering, Atma Jaya Catholic University, Jakarta, Indonesia |
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| Abstract: | This study examines whether a single marketing strategy is sufficient to cover the Chinese market. Using data from four regions and nine industries, it finds that major regional differences in consumer preferences make regional market segmentation an attractive option. In more developed regions, consumers rely more on perceived quality and public brand image but less on quality expectations. Uyghurs care more about perceived quality and personal recognition but less about quality expectations than Han Chinese. Personal recognition is more important to southern than northern Chinese. Overall, consumer preference structures are influenced more strongly by differences in economic development than subculture. |
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| Keywords: | China Customer satisfaction Economic development |
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