Abstract
This study investigated the significance of the emerging roles of Chinese women to marketing. Through personal interviews, data were collected with a structured questionnaire from a total of 1,000 women selected as respondents from Mainland China. This study successfully segmented Chinese women into three groups based on six female role orientation dimensions: traditionalists, moderns and ideologues. These three groups were found to be significantly different in demographic characteristics, such as age, educational level, employment status, and monthly family income, as well as in the consumption values associated with their purchase decisions. Implications of our findings were discussed and limitations of the study as well as future researchdirectionswereaddressed.
Published Version
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