Illustrative Consumer Portraits

  • Ashok Sethi


In this chapter, I offer more intimate and holistic portraits of Chinese consumers from different segments. The purpose of these portraits is to create a more graphic picture of the consumers, describing their lifestyles, motives, aspirations, and worries. I hope these portraits will create useful and vivid pictures of the consumers, enhance the marketers’ understanding and help in thinking about the possibilities and strategies of marketing to these segments of consumers.

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Ashok Sethi
    • 1
  1. 1.Illuminera InstituteShanghaiChina

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