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Chinese Millennial Consumer Behavior: Research Planning, Focus Groups & Semi-Structured Interviews

Video Type: Case Study

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Summary

Tao Chang, Senior Lecturer in Marketing Strategy and MBA Director at the University of Chester Business School, discusses his research on Chinese millennial consumer behavior, including research design, methods, ethical considerations, and recommendations.

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Luan, L. et al. (2019).China Luxury Report 2019: How young Chinese consumers are reshaping global luxury. McKinsey & Company, https://www.mckinsey.com/featured-insights/china/how-young-chinese-consumers-are-reshaping-global-luxury

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