Segmenting the Chinese consumer goods market: a hybrid approach
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Bremen
IWIM, Univ. Bremen
2006
|
| Series: | Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft
39 |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014949372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | V, 82 S. graph. Darst. |
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| adam_text | Contents
Contents
List of Figures iii
List of Tables iv
List of Abbreviations v
1 Introduction1 1
2 General Procedure for Segmenting Markets 4
2.1 Process Model of Market Segmentation 4
2.2 Step 1: Define the Relevant Market 4
2.3 Step 2: Decide on Segmentation Approach 5
2.4 Step 3: Decide on Segmentation (Basis) and Descriptor Variables 6
2.5 Step 4: Design the Survey 10
2.6 Step 5: Decide on Data Analysis Methodology 12
2.7 Step 6: Collect Data 14
2.8 Step 7:Apply Methodology to Identify Market Segments 14
2.9 Step 8: Profile all Segments by using Basis and Descriptor Variables 15
3 Segmenting the Chinese Consumer Goods Market Results of a Hybrid
Segmentation Study 16
3.1 Step 1: Definition of the Relevant Market 16
3.2 Step 2: Applied Segmentation Approach 25
3.3 Step 3: Segmentation and Descriptor Variables 25
3.4 Steps 4 and 5: Survey Design and Data Collection 28
3.5 Step 6: Data Analysis Methodology 32
3.6 Step 7: Identification of Market Segments 32
3.6.1 A priori Segmentation 32
3.6.2 Post hoc Segmentation 37
3.7 Step 8: Description/Profile of Market Segments 44
3.7.1 General Description of Market Segments 44
3.7.2 The Relationship between Segment Membership and Personal
Monthly Income 47
3.7.3 The Relationship between Segment Membership and Education. 48
3.7.4 The Relationship between Segment Membership and Occupation 48
3.7.5 The Relationship between Segment Membership and Age 49
3.7.6 The Relationship between Segment Membership and Sex 50
3.7.7 The Relationship between Segment Membership and Media Usage 51
Contents
3.7.8 The Relationship between Segment Membership and Preference to
read Reference News 53
3.7.9 The Relationship between Segment Membership and Attitudes
towards TV Advertising 54
3.7.10 The Relationship between Segment Membership and the Con¬
sumption of Durable Goods 55
3.7.11 The Relationship between Segment Membership and Drinking
Consumption Composition 57
3.7.12 Relationship between Segment Membership and Beverage Con¬
sumption Frequency 58
3.7.13 Relationship between Segment Membership and the Consumption
of Bath Articles 61
3.7.14 The Relationship between Segment Membership and the Prefe¬
rence to the Social Insurance System 62
3.7.15 The Relationship between Segment Membership and the Possess¬
ion of Bank Cards 63
4 Conclusions, Limitations and Suggestions for Further Research 65
References 73
Appendix ¦ 77
The Interview Questionnaires 77
ii
List of Abbreviations
List of Figures
Figure 3 1: Map of China 17
Figure 3 2: China s Population by Age (in Millions) and Sex Ratio 19
Figure 3 3: Growth of GDP (in percent) and Key Events in China, 1978 2003 20
Figure 3 4: Annual Income Per Capita of Urban and Rural Households and Engel s
Coefficient 21
Figure 3 5: Annual total Savings of Urban and Rural Residents (in Billion Yuan),
1978 2002 22
Figure 3 6: Total Retail Sales of Consumer Goods (in Billion Yuan), 1979 2002 25
Figure 3 7: Sampling Process 29
Figure 3 8: Social Stratifications of Urban Chinese Consumers 35
Figure 3 9: Segments of urban Chinese consumers 43
Figure 3 10: Correspondence Relationship between Segment Membership and
Monthly Income 47
Figure 3 11 Correspondence Relationship between Segment Membership and
Education 48
Figure 3 12 Correspondence Relationship between Segment Membership and
Occupation 49
Figure 3 13: Results from a Crosstabulation of Segment Membership and Age 50
Figure 3 14: Relationship between Segment Membership and Sex 51
Figure 3 15: Preference of identified Consumer Segments to read Reference News 54
Figure 3 16: Attitudes of Segment Members towards TV Advertising 55
Figure 3 17: Segment Membership and Drinking Consumption Composition 57
Figure 3 18: Segment Membership and the Consumption Frequency of Cola 58
Figure 3 19: Segment Membership and the Consumption Frequency of Fizzwater 59
Figure 3 20: Segment Membership and the Consumption Frequency of Ade 59
Figure 3 21: Segment Membership and the Consumption Frequency of Tea Beverage 60
Figure 3 22: Segment Membership and the Consumption Frequency of Instant Soft
Drinks 60
Figure 3 23: Segment Membership and the Purchase of Shampoo Brands 61
Figure 3 24: Segment Membership and the Consumption of Bath Lotioa 62
Figure 3 25: Preference of Segment Members to Insurances 63
Figure 3 26: Segment Membership and the Possession of Bank Cards 64
Figure 4 1: Patterns of Alternative Targeting Strategies 67
Figure 4 2: The 4 Ps of a Strategy of Market Segmentation 72
iii
List of Abbreviations
List of Tables
Table 2 1: Classification of Segmentation Variables 7
Table 2 2: Evaluation of Segmentation Variables 8
Table 2 3: Reasons and Bases for Market Segmentation 9
Table 2 4: Classification of Methods used for Market Segmentation 13
Table 2 5: Evaluation of Segmentation Methods 13
Table 3 1: Population Distribution by Urban and Rural Residents in 2001 (unit:
10,000 persons) 18
Table 3 2: Yearly Expenditures per Capita of Urban and Rural Households in 2002
(in Percent) 23
Table 3 3: Number of Major Durable Consumer Goods Owned 24
Table 3 4: Form for Listing the Adult Occupants (Example) 29
Table 3 5: Selection Table Used for Selecting one Adult in each Household 30
Table 3 6: Sample sizes and sampling probabilities 30
Table 3 7: Profiles of the Respondents from 30 Cities in China 31
Table 3 8: Index System of Social Stratifications 34
Table 3 9: Social Stratifications of U.S. Consumers and Urban Chinese Consumers 35
Table 3 10: Social Stratifications and Demographics 36
Table 3 11: Emerging Factors of Urban Chinese Consumers Life Patterns 38
Table 3 12: Cluster Centers Scores on the Nine Factors 39
Table 3 13: Classification Result of Urban Chinese Consumers in four Life Patterns 40
Table 3 14: Results of a Chi square Test 41
Table 3 15: Life Patterns and Demographics (TGI) 42
Table 3 16: Life Patterns and Demographics (ANOVA) 43
Table 3 17: Percentages of Identified Segments 44
Table 3 18: Relationship between Membership to Segments 1 6 and Media Usage 52
Table 3 19: Relationship between Membership to Segments 7 12 and Media Usage 52
Table 3 20: Consumption Behavior of Consumer Segments 1 6 relating to Durable
Goods 55
Table 3 21: Consumption Behavior of Consumer Segments 7 12 relating to Durable
Goods 56
iv
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| any_adam_object | 1 |
| author | Bauer, Erich 1943- Liu, Yanli |
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| institution | BVB |
| language | English |
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| publishDate | 2006 |
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| publisher | IWIM, Univ. Bremen |
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| series | Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft |
| series2 | Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft |
| spellingShingle | Bauer, Erich 1943- Liu, Yanli Segmenting the Chinese consumer goods market a hybrid approach Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft Konsumgütermarkt (DE-588)4193249-3 gnd Marktsegmentierung (DE-588)4037644-8 gnd Positionierung Marketing (DE-588)4503311-0 gnd |
| subject_GND | (DE-588)4193249-3 (DE-588)4037644-8 (DE-588)4503311-0 (DE-588)4009937-4 |
| title | Segmenting the Chinese consumer goods market a hybrid approach |
| title_auth | Segmenting the Chinese consumer goods market a hybrid approach |
| title_exact_search | Segmenting the Chinese consumer goods market a hybrid approach |
| title_full | Segmenting the Chinese consumer goods market a hybrid approach Erich Bauer ; Yanli Liu |
| title_fullStr | Segmenting the Chinese consumer goods market a hybrid approach Erich Bauer ; Yanli Liu |
| title_full_unstemmed | Segmenting the Chinese consumer goods market a hybrid approach Erich Bauer ; Yanli Liu |
| title_short | Segmenting the Chinese consumer goods market |
| title_sort | segmenting the chinese consumer goods market a hybrid approach |
| title_sub | a hybrid approach |
| topic | Konsumgütermarkt (DE-588)4193249-3 gnd Marktsegmentierung (DE-588)4037644-8 gnd Positionierung Marketing (DE-588)4503311-0 gnd |
| topic_facet | Konsumgütermarkt Marktsegmentierung Positionierung Marketing China |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014949372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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