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The Mega Forces

  • Ashok Sethi
Chapter

Abstract

The Chinese consumer behavior is shaped by many diverse forces. Some of them are cultural and stem from the quintessence of being Chinese. Some of them pertain to the unique history of China—both its political history and the very short marketing history. However, some of these are even more powerful and all-encompassing than these and stem from the broader environment in which China and the Chinese consumers exist today. While there may be several such mega forces with a relevance for shaping the Chinese consumer, this book discusses the nature and the impact of four such mega forces:
  • The economy and especially the consumer economy

  • Urbanization

  • Changing demographics

  • Digital environment

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Ashok Sethi
    • 1
  1. 1.Illuminera InstituteShanghaiChina

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