title: Consumers and Individuals in China: Standing Out, Fitting In (Chinese Worlds)
author:  Michael B. Griffiths 
description: <STRONG> <P><STRONG>"an extremely valuable and important contribution to studies of Chinese consumer culture. It achieves its aim of providing detailed anthropological insight into individuality and consumption in China, and thus stands as an important contrast to marketing literature that is interested primarily in Chinese consumers as a (mass) market. The qualitative, reflexive and descriptive approach favoured by Griffiths is certainly more likely to be an important reference point to any scholars of consumption, media and culture seeking a deeper insight into everyday life, subjectivity and consumer agency in contemporary China, for several years to come." </STRONG>- <I>Mehita Iqani, University of the Witwatersrand (Consumption Markets &amp; Culture)</P> <P></I></P></STRONG><STRONG> <P>"<STRONG>the ethnography is extraordinarily good, and makes the book worth reading []definitely read the other chapters of this book, for they offer considerable depth of insight; I would recommend assigning them to students as well, for their fine and detailed analysis of Chinese pursuits of social distinction.</STRONG>" - <I>Gordon Mathews, The Chinese University of Hong Kong, The China Journal</P></I></STRONG> <P><STRONG>"What is most pleasing is the sense that Griffiths really knows what hes talking about. Living in Anshan for several years conducting field research, he evidently engaged in local life in a real grassroots manner. Too often talk of Chinese consumers has referred to the high-end, high net-worth end of the market, omitting the lives and cultures of the 99%. Griffiths book however sets itself squarely within the migrant workers, low-scale entrepreneurs, farmers and former factory workers of Anshan."</STRONG> - <EM>Michael Cormack, managing editor of Agenda magazine; Agenda February 2013.</EM></P>
zlib_text: Chinese 
  Consumers
  Exploring the  
  World’s Largest 
  Demographic
  ASHOK SETHI
  
  Chinese Consumers
  
  Ashok Sethi
  Chinese Consumers
  Exploring the World’s Largest Demographic
  
  ISBN 978-981-10-8991-6    ISBN 978-981-10-8992-3 (eBook)
  https://doi.org/10.1007/978-981-10-8992-3
  Library of Congress Control Number: 2018943397
  © The Editor(s) (if applicable) and The Author(s) 2019
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