Regional differences in consumer preference structures within China

Björn Frank*, Gulimire Abulaiti, Takao Enkawa

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)203-210
Number of pages8
JournalJournal of Retailing and Consumer Services
Issue number2
Publication statusPublished - 2014 Mar
Externally publishedYes


  • China
  • Customer satisfaction
  • Economic development

ASJC Scopus subject areas

  • Marketing


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