China's changing culture: rural and urban consumers' favorite things
Authors: Piron Francis 
Published: October 2006

PurposeFollowing the upheavals of the revolutionary era, the People's Republic of China's consumer culture is somewhat over 20 years old. This research aims at discovering and thus better understanding what Chinese consumers value most among their possessions. In turn, this finding should help better understand the contemporary Chinese culture.Design/methodology/approachThe general research approach utilized in this effort is qualitative. All data were collected through at‐home, in‐depth personal interviews, following established guidelines outlined by Lincoln and Guba, and Wallendorf and Belk. A snowball sampling resulted in the participation of 20 rural and 20 urban households.FindingsParticipants' demographic profile ended up matching well the national profile in terms of income, and the gender and age make‐up of the rural and urban samples were not significantly different. Four categories emerged to comprehensively represent all the favorite products identified by the participants: entertainment, functional, hedonic, and mementos. In addition, a numerically significant number of participants could neither think of a favorite product nor possess one. As developed in the paper, conventional typologies, such as Hofstede and Triandis' collectivism‐individualism do not account well for the results observed in this study. Rather, the study turns towards Lu's research and suggestion that using instruments developed by Western cultures suffer from methodological defects when applied to Chinese behaviors. This research then defines the Yi, a Confucian value related to benevolence, morality, righteousness, and the Li, a Mohist/Legalist value related to utilitarianism and profit, and suggests that the two better help understand the findings and support observations.Research limitations/implicationsThe nature of qualitative research clearly limits the generalization of its findings, and therefore to offer more definitive results, future efforts would have to consider other methods. Also, and while great care is taken to ensure the validity of the data collection process, there is always the possibility that some respondents may not have been as candid or truthful as would be hoped. However, and altogether, findings from this research do match well what public media have often been reporting, and what frequent casual observations point out.Practical implicationsChina's contemporary culture is rapidly changing, somehow breaking away from traditions, yet retaining core values and reshaping them with modern, sometimes alien inputs. This research clearly indicates what motivates the younger generations, raised in a nation governed by an all‐controlling Communist party that orchestrates an openly capitalistic, materialistic societal development. Such apparent contradictions, the result of “Socialism with Chinese Characteristics,” may be puzzling to some in the Western world but are not so with today's Chinese consumers.Originality/valueThis research is unique in its topic and research approach, given that it deals with Chinese consumers, the largest block of consumers in the world. It offers a perspective, not yet considered within the marketing and consumer research literature, that seems to explain well what is observed.