Understanding cultural values of Gen Y Chinese consumers

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.