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School of Economy and Business Administration, Chongqing University; School of Economics and Management, Chongqing Normal University

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1 Papers

THE AFFECTION OF DEMOGRAPHIC CHARACTERISTICS ON MEDIA CHOICE - A Case about Chinese Miniature Automobile Consumers

Topic: e-Marketing and Consumer Behaviour

Authors: Dao-ping Chen ¹ and Wei Liu ²

Affiliations: ¹ School of Economy and Business Administration, Chongqing University; School of Economics and Management, Chongqing Normal University, China , ² School of Economy and Business Administration, Chongqing University, China

Digital Object Identifier: 10.5220/0001906504330436

Proceedings of ICE-B 2008/ICETE, ISBN: 978-989-8111-58-6

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This paper explores the media choice of Chinese miniature automobile consumers in obtaining purchasing information about miniature automobile. A worldwide survey involved a majority of Chinese areas was conducted. The survey focused on consumers' demographic characteristics and media choice. The result of the survey shows that consumers chiefly choose newspaper, TV or automobile exhibitions as the media to obtain purchasing information about miniature automobile. Then, based on optimal scaling regression analysis of statistics, the influences of demographic characteristics on media choice were studied. The study finds that consumers' demographic characteristics significantly affect their media choice. In detail, consumers' living city, occupation and education are three most important characteristics that affect the media choice of consumers.

Related Ontology Subjects/Areas/Topics (6)

Business and Social Applications		e-Marketing and Consumer Behaviour		Global Communication Information Systems and Services
e-Business		Enterprise Information Systems		Telecommunications