Understanding the Structure of China's Consumer Electronics Market: An Empirical Investigation of Its Consumer Segments

study investigates the structure of China's market by examining the profiles of consumption values from a large scale national survey of 6250 respondents. The study identifies four consumer segments that pursue distinct patterns of consumption values, including: purchase value, social status, performance and aesthetics, and "satisficing" needs. These distinct consumption value profiles help to provide a much needed understanding of China's consumer market that complements existing studies on socio-demographic characteristics. These four distinct segments provide useful positioning and marketing implications for multinational firms operating in the China market.