Cet article constitue un premier pas vers le développement de recherches sérieuses et prenant en compte les spécificités du consommateur chinois. Les études portant sur les comportements du consommateur chinois ne peuvent s'avérer utiles que si les déterminants culturels de ce comportement sont connus. L'article présente donc les dispositions culturelles spécifiques à la Chine et leur incidence sur le comportement.
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