Cross-Cultural Markets and Consumer Behaviors: The Case of China and Turkey

摘要

China and Turkey both experienced economic liberalization at nearly the same time, and created multibillion-dollar emerging markets. The two countries with varied socioeconomic backgrounds share similar developing market segments. Prevailing middle-tier markets appear promising, yet challenging. Both countries are growing economically with respective trade infrastructures, increasingly well-educated consumers who make more intelligent purchasing choices, and influential young-generation consumers. This article considers the business contexts of the two environments and highlights consumer behaviors and changing consumption patterns. Cultural sensitivity, product innovation, consumer segmentation, quality and price, and direct competition with home companies are some of the remaining challenges.