No Longer a Singular Market: An Exploratory Study Of Divergent Preferences of Chinese Consumers As Revealed through Online Forums for Automobiles

In this study, I explore the minds of the consumers in the key emerging market --- China. By analyzing the content of information posted in internet forums, I seek to look beyond the singular market perspective to consider differences in consumer preferences according to their geographic location. The regional distinctiveness necessarily captures the distinct political-economic orientations of the regions and naturally serves to predict differences in individual preferences. I draw on dual theories of information processing were used, namely, differences along dimensions of hedonic/utilitarian, cognitive/experiential, and independent/interdependent mindsets to examine the systematic ways in which preferences may change along the geographic locations. The results suggest that there are significant differences between the better developed coastal cities versus the less developed inland regions, as well as common concern with meeting functional needs. In sum, this study provides a new insight for the global companies in terms of the importance of recognizing the level of heterogeneity among consumers, and the subsequent need to undertake a refined analysis of the local market that go beyond the traditional assumption of singular market.