Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Purpose – This study replicates a psychographic segmentation of adolescent girls in Hong Kong. It attempts to see if the segmentation of Hong Kong girls according to the perceptions of gender roles and ideal female images can be generalized to girls in mainland China.

Design/methodology/approach – A convenience sample of 331 Shanghai female secondary school students aged 12 to 20 were asked to answer questions about gender roles, ideal female images, and their liking of international and Chinese brands. Factor analysis, cluster analysis, and discriminant analysis were conducted.

Findings – Four segments of adolescent girls were identified and profiled. They were Conformists, Aggressive pursuers, Image protectors, and Single-handers. Practical implications –Different marketing communication strategies can be adopted to make global and Chinese national brands more appealing to the different clusters.

Limitations –The data were collected from a non-probabilistic sample of girls from Shanghai, which may not be representative of girls in other mainland Chinese cities or elsewhere in greater China.

Originality/value –This has been the first study to cluster adolescent girls in mainland China based on gender role perceptions.

Publication Year

2013

Journal Title

Journal of Consumer Marketing

Volume number

30

Issue number

1

Publisher

Emerald

First Page (page number)

50

Last Page (page number)

61

Referreed

1

DOI

10.1108/07363761311290830

ISSN (print)

07363761

Link to Publisher’s Edition

http://dx.doi.org/10.1108/07363761311290830

Keywords

Psychographics, Adolescent girls, Gender roles, Brands, China

Additional Files

45_2012.pptx (1118 kB)

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