tailieunhanh - Segmenting the Chinese Consumer Goods Market – A Hybrid Approach

Following Frank/Massy/Wind25 , segmentation variables can be classified into general and product-specific consumer characteristics. General consumer characteristics are independent of products and circumstances, like demographic characteristics (age, family, family life cycle, size, gender, i ncome, occupation, religion, race, social class etc.), psychographic characteristics (lifestyle, personality etc.) or geographic charac- teristics (region, city or metro size, density, climate etc.), while product-specific con- sumer characteristics, like benefits sought, user status, usage rate, loyalty status, atti- tude toward product etc., are related to both the customer, product and particular cir- cumstances. . | IWIM - Institut fur Weltwirtschaft und Internationales Management IWIM - Institute for World Economics and International Management Segmenting the Chinese Consumer Goods Market - A Hybrid Approach Erich Bauer Yanli Liu Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft Band 39 Hrsg. von Andreas Knorr Alfons Lemper Axel Sell Karl Wohlmuth Universitat Bremen Segmenting the Chinese Consumer Goods Market - A Hybrid Approach Prof. Dr. Erich Bauer Universitat Bremen Germany E-Mail ebauer@ Dr. Yanli Liu BASF AG Germany E-Mail Andreas Knorr Alfons Lemper Axel Sell Karl Wohlmuth Hrsg. Materialien des Wissenschaftsschwerpunktes Globalisierung der Weltwirtschaft Bd. 39 Juli 2006 ISSN 0948-3837 ehemals Materialien des Universitatsschwerpunktes Internationale Wirtschaftsbeziehungen und Internationales Management Bezug IWIM - Institut fur Weltwirtschaft und Internationales Management Universitat Bremen Fachbereich Wirtschaftswissenschaft Postfach 33 04 40 D- 28334 Bremen Telefon 04 21 2 18 - 34 29 Telefax 04 21 2 18 - 45 50 E-Mail iwim@ Homepage http .