| The 2008 McKinsey Annual Chinese Consumer | | | | the preference for recognized brands, as well as the |
| Survey presented an analysis on how the key buying | | | | willingness to pay for these premium brands. |
| factors in the Chinese market are influenced by | | | | The attitudes and behaviors of the Chinese |
| China's geographic segmentation. Out of the eight | | | | consumer was another key aspect that was |
| key buying factors analyzed, six were found to be | | | | analyzed in terms of the impact of Chinese |
| largely differentiated by regions, rather than by city | | | | geographic segmentation. Of the six factors analyzed, |
| tiers. | | | | three were found to be differentiated by |
| These six key buying factors that are differentiated | | | | geographical regions, while the remaining three were |
| by regions in China include: consumer markets in | | | | predominantly influenced by city tiers. |
| which buying decisions tend to be influenced | | | | These aspects of Chinese consumer attitudes and |
| predominantly by parents, celebrities and others; | | | | behaviors that are differentiated by geographic |
| buying trends which are influenced by in-store | | | | regions include: the early adoption of new products |
| salespersons; consumers who displayed a preference | | | | by Chinese consumers; the national pride and impact |
| for Chinese brand products; consumers who were | | | | that the Beijing Olympics had on the individual Chinese |
| influenced by TV marketing advertisements; markets | | | | and the nation as a whole; and the fact that buying |
| in which food/beverage safety played a key role in | | | | decisions are centered on the needs of children. |
| buying decisions; and brand-driven decision making in | | | | The latter three attitudes and behaviors |
| relation to purchases of food, beverages and | | | | differentiated by city tiers are the frequency of |
| personal care products. | | | | accessing the internet; increasingly environmentally |
| The remaining two key buying factors that were | | | | conscious consumers; and materialism within the |
| differentiated by Chinese city tiers were: the | | | | Chinese market. |
| preference for modern channels by consumers, and | | | | |