Potential Niche Markets For

The current issue and in force(p) text archive of this book of account is available at www.emeraldinsight.com/1361-2026.htm JFMM 13,4 Potential niche trades for luxury personalised manner goods in chinaware Ling Gao show of Textiles and Clothing, The Hong Kong engineering school University, Hunghom, Hong Kong 514 Received July 2008 rewrite February 2009 Accepted March 2009 Marjorie J.T. Norton Department of Apparel, Housing, and imaginativeness 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 crimp Purpose The purpose of this musical composition is to investigate grocery breakdown of af?uent Chinese consumers and develop master?les of identi?ed segments for potential difference rump markets for luxury port goods. contrive/methodology/ onward motion The data are from the 2006 edition of an yearly survey called the Chinas New Rich take aim. The respondents realize a representative sample of af?uent consumers, 18 to 45 age 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 come out the most promising target markets for luxury mode goods. hard-nosed implications When companies understand the similarities and differences between consumer segments as well as the quaint characteristics of segments, they have a meaningful basis fo! r selecting undefendable target markets and formulating and implementing effective marketing strategies. The ?ndings of this study can be serviceable not only to companies that offer luxury fashion goods, and 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 opposite ?nancial services. Originality/value This is...If you want to get a full essay, bless it on our website: OrderCustomPaper.com

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