Potential Niche Markets For

The current issue and in force(p) text archive of this daybook is available at www.emeraldinsight.com/1361-2026.htm JFMM 13,4 Potential niche commercializes for luxury individualized manner goods in chinaware Ling Gao show of Textiles and Clothing, The Hong Kong polytechnic institute University, Hunghom, Hong Kong 514 Received July 2008 rewrite February 2009 Accepted March 2009 Marjorie J.T. Norton Department of Apparel, Housing, and resource 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 pussyfoot Purpose The purpose of this musical composition is to investigate marketplace divider of af?uent Chinese consumers and develop master?les of identi?ed segments for authority set markets for luxury port goods. contrive/methodology/ climax The data are from the 2006 editi on of an yearly survey called the Chinas New Rich take aim. The respondents mark a representative sample of af?uent consumers, 18 to 45 geezerhood 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 look the most promising target markets for luxury mode goods. operable implications When companies understand the similarities and differences between consumer segments as well as the whimsical characteristics of segments, they have a meaningful basis for selecting ! undefendable target markets and formulating and implementing effective marketing strategies. The ?ndings of this study can be multipurpose not only to companies that offer luxury fashion goods, scarcely also to those targeting the upscale market with a superfluity of products and operate like yachts, luxury cars, high-end electronics, resort vacations, and credit separate and former(a) ?nancial services. Originality/value This is...If you want to get a full essay, methodicalness it on our website: OrderCustomPaper.com

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