Segmenting Young Chinese Consumers Based on Shopping-Decision Styles: A Regional Comparison

This article aims to study the shopping-decision styles of young Chinese consumers, a group that is highly important to marketers due to these consumers' increasing buying power. The article extends past research in consumer shopping-decision styles, using these styles as the basis for market segmentation. Furthermore, the study explores potential regional differences by comparing young consumers from the better-developed coastal region and the less-developed inland region. The results indicate important differences not only among segments within each regional market, but also between the two regions. The findings have strong implications for marketing to young consumers in China.