Does Culture Matter to Chinese Consumers? Empirical Evidence

Abstract

The purpose of the paper is to explore the issue of regional cultural differences within China and their potential impact, if any, on consumers’ purchasing decisions. It examines, firstly, if there are any significant cultural differences among Chinese consumers in different regional locations in China. Secondly, it examines if there are any significant differences in product evaluation behaviours among these groups, and, thirdly, it examines whether these differences, if any, in product evaluation behaviours, can be linked to regional cultural differences. The study reports a survey of consumers in three regional Chinese cities (Shanghai, Chongqing and Hong Kong) and measures of differences in cultures and product evaluation behaviour. Results indicate that, for the product bundles studied, groups of Chinese consumers displaying differences in Hofstede's cultural dimensions do not differ significantly in their product evaluation processes.