Culture Value, Consumer Perceived Value and Purchase Decision Style: Comparison of Chinese Urban Differences

Abstract

Nowadays, China has a huge population and a vast territory. Different factors influence consumers everywhere. This paper explores the similarities and differences in cultural values, consumer perceptions of price and consumer purchase decision styles among consumers in Beijing, Shanghai and Guangzhou in China. The study mainly found that consumers in the South (Guangzhou and Shanghai) are more interested in the quality and substance of goods, while in contrast, consumers in the North (Beijing) are more interested in the brand, origin and packaging of goods. However, the similarity between the three cities is that they all value for money. In this regard, it is important that businesses take into account the different factors that affect consumers in different regions and further develop products or services that suit them.