Marketing to Consumers - a Regional Perspective - China - December 2013
Marketing to Consumers - a Regional Perspective - China - December 2013

“Companies that want to thrive in China should aim to develop a matrix of China that looks at the local economy development, population and traditional culture simultaneously, and acknowledge that the differences are explained by these three factors together. That said, a harmonious family relationship is the centre of living, irrespective of age, income, location and social status. Therefore, marketing communication based on family values is likely to remain essential.”

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Introduction
Executive Summary

Market

Market

Mintel provides a range of market information across categories including: forecasting and share information

Market Drivers – Economic and Social Trends
Market Drivers – The Regions of China
Market Drivers – Local Demographics

Consumer

Consumer

Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.

The Consumer – Basic Profile – Type of Employment and Related Issues
The Consumer – Basic Profile – Living Arrangements and Property Ownership
The Consumer – Basic Profile – Mortgage Arrangement
The Consumer – Attitudes and Values – Current Lifestyle and Attitude towards Lifestyle
The Consumer – Attitudes and Values – Current Anxieties
The Consumer – Attitudes and Values – Important Values
The Consumer – Lifestyle Aspiration – Consumer Cluster
Key Trend Application – Economic Status Determines People’s Ideology towards Lifestyle
Key Trend Application – Inspire the Rising Middle Class

Brand/Company

Brand/Company

Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.

Key Trend Application – New Opportunities for Brands
Key Trend Application – Branding and Distribution Strategies

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix