The marketing implications of the 'undesired self'; the case of Chinese Y-generation

This research develops a framework of the 'undesired self' by investigating what values are considered to be 'undesired' amongst Chinese young men and women, as well as their attitude towards marketing/brand images. The research uses the findings to uncover the marketing implications of the group's consumer attitudes and to make proposals within the strategic marketing context. The research's methodology comprises both qualitative and quantitative tools, and concludes that the group associates the individual's self-image with brand-image; that it has developed its own independent set of attitudes and perceptions; that these attitudes and perceptions, both regarding the wider self and marketing-specific images, are better considered as an amalgam incorporating elements from both cultures, frequently in their absolute form, and that a specially developed strategic marketing and marketing communications mix should be sought, when targeting this segment