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Segments and responses to marketing of older consumers in China

東亞経濟研究 Volume 69 Issue 1 Page 137-153
published_at 2010-08-31
C040069000111.pdf
[fulltext] 3.11 MB
Title
Segments and responses to marketing of older consumers in China
Creators Bin Ying
Creators Xiao Jingjian
Source Identifiers
This paper describes market segments of consumers aged 50+ in China. Two innovative dimensions are used to construct market segments: a broadly defined health dimension and a traditionalmodern value orientation dimension. Based on data collected from six representative cities in China, older consumers are divided to four segments: healthy liberal (13.86%), healthy conservative (37.34%), unhealthy liberal (13.43%), and unhealthy conservative (35.37%). Segment differences in consumer responses to marketing activities are then presented and discussed.
Subjects
経済学 ( Other)
Languages eng
Resource Type departmental bulletin paper
Publishers 山口大学東亜経済学会
Date Issued 2010-08-31
File Version Version of Record
Access Rights open access
Relations
[ISSN]0911-6303
[NCID]AN00155911