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

This 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 “satisfi cing” needs. These distinct consumption value profiles help to provide a much needed understanding of China’s consumer market that complements existing studies on sociodemographic characteristics. These four distinct segments provide useful positioning and marketing implications for multinational firms operating in the China market.