Do cultural differences really matter in consumer behaviour? Chinese evidence

This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede’s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede’s cultural dimensions do not differ significantly in their product evaluation processes.