Abstract
Modern Chinese women are joining the workforce in larger numbers than ever before. With more disposable income and better exposure to western media, Chinese women have become the prime targets of the global marketers of consumer products such as cosmetics. However, the secret of success in this market lies in the deep understanding of modern Chinese women consumers and how their consumption behavior is being shaped by the changing cultural and lifestyle patterns. Although a few researchers have studied the behavior of Chinese consumers as a whole, nobody has systematically studied the characteristics of the Chinese women consumers.
This study provides valuable information on the changing face of Chinese women. It provides a framework to show how the Chinese women consumers should be segmented for a typical consumer product, and how marketers should redesign their marketing strategies to sell their products to Chinese women.