Marketing to China’s Youth: A Cultural Transformation Perspective Case Solution
This Case is about DEMOGRAPHICS, INFLUENCE
PUBLICATION DATE: November 15, 2004 PRODUCT #: BH110-PDF-ENG
Around 400 million and wielding raising sway and power over private and household purchases, the youth will determine the tendencies and the future inclinations of the consumer marketplace of the country. Therefore, they represent tremendous market opportunities for foreign firms. How significant is this marketplace that is dynamic? Are the interests outweighed by the challenges? And how best can marketers appeal to these more daring, more individualistic, more “Westernized” youthful Chinese consumers?
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