“…Some studies on Chinese consumer behavior have focused on a particular subset of the entire population, especially the urban consumers (see Wei, 1997;Sun, Chang, & Yu, 2001). Other research papers dealt with specific expenditure categories such as food (see Ma, Huang, Fuller, & Rozelle, 2006;Gould & Villarreal, 2006;Min, Fang, & Li, 2004) and specific age groups such as elder (see Ying & Yao, 2006). On the other hand, many of the existing literatures have concentrated on consumption classes and expenditure on different commodities (see Yusuf & Brooks, 2010;Yusuf & Wu, 1997).…”