Brand choice of older Chinese consumers

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

14 Scopus Citations
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Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)65-81
Journal / PublicationJournal of International Consumer Marketing
Volume17
Issue number4
StatePublished - 2005

Abstract

This study explores brand choice behavior of older Chinese consumers in comparison with the X-generation (aged 18-35 years). Based on a survey of 23, 174 respondents from five major cities on their purchase behavior of 397 brands across eight categories of fast moving consumer products, we have found that old consumers share many similarities of brand choice behavior with the X-generation, though some significant differences do exist. Theoretical and managerial implications of the findings are discussed.

Research Area(s)

  • Age theory, Brand choice, Chinese consumer behavior, Consumers, Market segmentation, Older

Citation Format(s)

Brand choice of older Chinese consumers. / Yang, Zhilin; Zhou, Nan; Chen, Jie.

In: Journal of International Consumer Marketing, Vol. 17, No. 4, 2005, p. 65-81.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review