Identify the consumption patterns of the second generation Chinese middle class. Does culture influence their consumption habits?
Background: The 1978 political social reform in China has led to the emergence of the rapid and fast growing urban ‘middle class’ population. With the rise of the large population of middle class consumers, global market developers and opportunists are targeting this group of people to maximize thei...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/25765/ |