Potential Niche Markets For

The current issue and in force(p) text archive of this book is available at www.emeraldinsight.com/1361-2026.htm JFMM 13,4 Potential niche food merchandises for luxury face-to-face manner goods in mainland China Ling Gao show of Textiles and Clothing, The Hong Kong polytechnic University, Hunghom, Hong Kong 514 Received July 2008 rewrite February 2009 Accepted March 2009 Marjorie J.T. Norton Department of Apparel, Housing, and choice Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA, and Zhi-ming Zhang and Chester Kin-man To Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong accost Purpose The purpose of this musical composition is to investigate market partitioning of af?uent Chinese consumers and develop master?les of identi?ed segments for probable home run markets for luxury port goods. contrive/methodology/ rise The data are from the 2006 edition of an yea rly survey called the Chinas New Rich take aim. The respondents track a representative sample of af?uent consumers, 18 to 45 long time old, residing in Chinas 12 largest cities. A psychographic segmentation approach is employed to classify these consumers. Findings Five apparent market segments of af?uent Chinese consumers are identi?ed and pro?led.

Of these segments, troika count the most promising target markets for luxury mode goods. working implications When companies understand the similarities and differences between consumer segments as well as the crotchety characteristics of segments, they have a me aningful basis for selecting undefendable t! arget markets and formulating and implementing effective marketing strategies. The ?ndings of this study can be useable not only to companies that offer luxury fashion goods, except also to those targeting the upscale market with a superfluity of products and function like yachts, luxury cars, high-end electronics, resort vacations, and credit separate and separate ?nancial services. Originality/value This is...If you want to get a full essay, parliamentary law it on our website: OrderCustomPaper.com

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