In the last segment, you'll see the psychological profile of an average Chinese consumer. This profile allows you to anticipate the values, attitudes, beliefs on an average Chinese consumer. Please keep in mind that there are a lot of individual differences in consumer characteristics in any country. Therefore, the average profile should be used as a reference only. Do not expect that all Chinese consumers have this profile. Please refer to the separate document that summarized a profile of Chinese consumers in different demographic groups. In general, in China, men and women do not differ in most psychological characteristics. Women reported less relational mobility than did men. Aside from this gender difference, men and women do not differ in the levels of materialism, conspicuous consumption, and cultural elitism. They also do not differ in their spending habits. However, consumers in different income groups are quite different in these values, beliefs, attitudes, and consumption preferences. For example, younger consumers tend to be more materialistic, prefer conspicuous consumption more and agree more of-late elitism. Therefore, you may need to adopt different marketing strategies when selling to different income groups. For example, you should customize your pocket entry strategies for customers in different income groups. Customization of marketing strategies based on the target consumer groups, demographic and psychological characteristics requires a lot of practice. You will have a chance to practice this skew in your homework. Once you've familiarized yourself with the data chart and the concepts in this week's lesson, please watch the interview with Professor Carlos Torelli who is an expert in global branding.