Chinese Consumers: Exploring the World's Largest Demographic
by Ashok Sethi (Author)

About the Author
Ashok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers.

About this book
This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author’s first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years.

Table of contents
1 Introduction: The Yin and the Yang of the Chinese Consumers 1
2 The Mega Forces 11
3 Digital China 33
4 Key Segments of Chinese Consumers 55
5 Key Industries for Future Growth 87
6 Luxury with Chinese Characteristics 107
7 Looking into the Chinese Consumer Mind 123
8 Branding in China 149
9 The Changing Marketing Game 165
10 Looking Ahead 177
11 Illustrative Consumer Portraits 189

Length: 230 pages
Publisher: Palgrave Macmillan; 1st ed. 2019 edition (October 23, 2018)
Language: English
ISBN-10: 9811089914
ISBN-13: 978-9811089916

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