Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China
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DOI: 10.1016/j.jretconser.2018.05.008
Abstract: Abstract Many retailing and marketing studies have treated China as an ethnically homogenous country and ignored the differences in consumer values and shopping behavior among its various ethnic groups. The current research takes an important… read more here.
Keywords: shopping; majority; consumer; shopping motivations ... See more keywords