An examination of regional differences in China by socio-cultural factors

Regional differences exist in every country in the world. Unlike most developed countries, though, income disparity across regions and cultural diversity within China are critical. Considering the strategic importance of the Chinese market and the increasing competition within the country, an understanding of the regional differences within China will help to establish more refined branding strategies. The purpose of this study was to explore regional differences within China in consumption behaviors and in selected socio-cultural factors. Findings with 747 responses obtained from Beijing (north), Shanghai (east), and Guangzhou (south) revealed that Beijing consumers showed the least social pressure, the most exposure to global mass media, and both self-oriented and other-oriented values, compared to Guangzhou and Shanghai consumers. Cultural openness was found to be the most significant factor to differentiate the cities. The ownership of foreign brand jeans was higher for consumers in Guangzhou than for consumers in the other cities.