A social institutional approach to identifying generation cohorts in China with a comparison with American consumers

@article{Hung2007ASI,
  title={A social institutional approach to identifying generation cohorts in China with a comparison with American consumers},
  author={Kineta Hung and Flora F. Gu and Chi Kin Bennett Yim},
  journal={Journal of International Business Studies},
  year={2007},
  volume={38},
  pages={836-853}
}
Identifying distinctive target segments is a fundamental challenge faced by international marketers. This paper describes an approach to understanding consumer market structures in an important international market, China, and to segmenting Chinese consumers by integrating insights from generational cohort and social institutional theories. We conduct two empirical studies to verify how China's recent momentous ideological events could give rise to and affect the life experiences of different… CONTINUE READING

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