Description

Understanding Chinese rural consumer by Alex Mari

Purpose – The current study aims to examine the purposes that modern literature suggests to marketers with respect to consumption patterns of Chinese rural consumers, their sources of product information, communication's channel status and successful ways to advertise products and services.
Contents: Literature Review - Chinese rural life profile - Sources of product information in rural China - Attitudes toward the whole marketing mix - Rural Children media and advertising consumption - Brand and advertising perception - Practical implications for marketers.