Segmentation of Young Adult Consumers in China: A Global-local Cultural Identity Perspective

Abstract

This study explores the segmentation of young adult consumers in the growing market of China by adopting the cultural identity theory about global-local identity beliefs (global citizenship through global brands, nationalism, and consumer ethnocentrism). We use cluster analysis to outline individuals on their integration of three cultural beliefs. Then we examine each cluster for their attitude toward advertisements of global brands with global consumer cultural positioning (GCCP) and local consumer cultural positioning (LCCP). We identified four segments: the glocal citizen (37%), the explorer (26%), the extremely nationalist (19%) and the global-viewed adaptor (18%). All four segments demonstrate different attitudes to GCCP and LCCP advertisements and different purchasing intentions on global brands using GCCP and LCCP strategies.