Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/58896
Type: | Conference paper |
Title: | Understanding cultural values of Gen Y Chinese consumers |
Author: | Smith, S. Rao Hill, S. |
Citation: | The Australian and New Zealand Marketing Academy (ANZMAC) Conference: Sustainable Management and Marketing, 30 November-2 December 2009; 6p. |
Publisher: | Monash University |
Publisher Place: | Australia |
Issue Date: | 2009 |
Conference Name: | The Australian and New Zealand Marketing Academy Conference (2009 : Melbourne, Australia) |
Statement of Responsibility: | Simon Smith, Sally Rao Hill |
Abstract: | This paper uses the Schwartz values framework to examine the cultural values of Gen Y Chinese consumers. Values are identified as key underlying motivational constructs and it was found that, although there has been rapid socio-economical change within China in the few past decades, there is evidence to suggest strong value systems continuity. This paper recognise the transition from industrial to service economy in China and therefore reevaluates the services and relationships marketing concepts which are predominantly developed within the context of Western culture and calls for a shift in marketing strategies within the Chinese context from an individual orientation towards a ‘relationships within ingroup’ orientation, and a greater emphasis on familiarity. |
Rights: | Copyright status unknown |
Description (link): | http://anzmac2009.org/ |
Published version: | http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-217.pdf |
Appears in Collections: | Aurora harvest Business School publications |
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