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CHINESE CULTURAL VALUES AND SEGMENTATION OF YOUTH APPAREL MARKET: A HONG KONG EXPERIENCE

Vincent S. Fok (Lecturer, Department of Business and Management, City University of Hong Kong)
Viola K. Chong (Research Associate, Department of Business and Management City University of Hong Kong)

Management Research News

ISSN: 0140-9174

Article publication date: 1 September 1996

349

Abstract

This paper examined the usage of cultural values in market segmentation. The study involved young Chinese consumers of apparel market in Hong Kong. Chinese Cultural Values Scale (CCVS) (Yau 1994) was adopted as the measurement instrument of the value construct. Samples were asked to rate the importance of various store attributes in their choices of where to purchase. The analysis involved multivariate statistical methods. Respondents were segmented into four clusters and contrasted. It revealed that clusters with different value orientations rated differently the importances of ten store attributes. Implications for marketers were proposed.

Citation

Fok, V.S. and Chong, V.K. (1996), "CHINESE CULTURAL VALUES AND SEGMENTATION OF YOUTH APPAREL MARKET: A HONG KONG EXPERIENCE", Management Research News, Vol. 19 No. 9, pp. 55-70. https://doi.org/10.1108/eb028492

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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