Targeting the New Chinese Woman? Marketing Implications for Multinational Corporations

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Date
2000
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Journal of Segmentation in Marketing
Abstract
Modern Chinese women are joining the workforce in larger numbers than ever before. With more disposable income and better exposure to western media, Chinese women have become the prime targets of the global marketers of consumer products such as cosmetics. However, the secret of success in this market lies in the deep understanding of modern Chinese women consumers and how their consumption behavior is being shaped by the changing cultural and lifestyle patterns. Although a few researchers have studied the behavior of Chinese consumers as whole, nobody has systematically studied the characteristics of the Chinese women consumers.
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Keywords
Chinese consumer; Chinese women consumers; Cross-cultural research in China
Citation
“Targeting the New Chinese Woman? Marketing Implications for Multinational Corporations” (Subir Bandyopadhyay and Rina Taraseiskey-King), Journal of Segmentation in Marketing, 4, No 2 (2000), 44-59.
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