Consumption Variation of Chinese New Generation Across Geographic Regions of the People's Republic of China: A Perspective From Cultural Values Theory

Based on cultural values theories, this paper tested consumption variation of Chinese new generation across geographic regions. After consultation of two doctors of philosophy in geography and two professors in anthropology, P.R. of China was segmented into 7 regions based on culture similarity as follows: Northeast, North, Northwest, Southwest, South, East, Central. The results of ANOVA indicate that three dimensions of the values, long term versus short term orientation, time orientation and affectivity versus affective neutrality are significantly different across geographic regions of China, while four dimensions of man-nature orientation, uncertainty avoidance, material comfort, and individualism versus collectivism are not significantly different across regions. Three cultural values index of Chinese new generation across region was calculated. The results of calculation indicate the South has the highest scores of index of long term versus short term orientation, the Northwest has the highest scores of index of time orientation, and the North has the highest scores of index of time orientation. The conclusion of the research can be applied to undifferentiated marketing strategy and differentiated marketing strategy