Does culture matter to Chinese consumers? Empirical evidence

Greg Elliott, Charles Chin Chiu Tam

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)314-324
Number of pages11
JournalAustralasian Marketing Journal
Issue number4
Publication statusPublished - Nov 2014


  • Chinese consumers
  • Product evaluation
  • Country of origin
  • Cross-cultural
  • Cross-regional
  • Hofstede


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