The Influences of regional and cultural differences in product evaluation among Chinese consumers

A fundamental premise which underpins much of the study of cross-cultural consumer behaviour, is that there exist significant differences in consumer behaviour between the domestic and foreign markets. Further, it can be argued that such differences •in the behaviour of foreign and domestic consumers can be attributed to differences in culture. This paper explores this question by examining, firstly, whether differences in product evaluation processes exist between consumers in different geographical regions of China and, secondly, if such differences, if any, can be attributed to differences in the cultural orientations of these consumers from different regions of China. Specifically, therefore, it examines the question of whether 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. The product chosen was domestic air-conditioners. Results indicate that groups of Chinese consumers displaying differences in Hofstede's cultural dimensions differ significantly in their product evaluation processes, but that these differences cannot be linked to differences in cultural orientations.