Intergenerational Consumer Values Of Shanghainese

As China becomes more and more important in the global market, Chinese consumers should receive their due attention for international brands. Liu Shixiong, Chinese consumer behavior researcher, segment Chinese consumers into five generations with Hofstede five cultural dimensions, however, Lynn Kahle's LOV proves to be more appropriate to measure consumer values. Considering the unique culture of Shanghainese, this thesis measures the five generations of Shanghainese's consumer values by LOV that is to say, this thesis measures the reliability and validity of the five-generation segmentation theory by Liu Shixiong and LOV by Lynn Kahle. I have collected 125 samples for the quantitative analysis and 16 for the qualitative analysis. In addition, an indigenous fashion shopping orientation questionnaire is designed to find out the relation between values and consumer behavior. Two dimensions of LOV in Shanghai context and the value orientation for the five generation have been identified through the quantitative research.