August 18, 2012
When Chinese shoppers purchase most consumer products, they typically choose among several brands instead of showing loyalty to a specific brand. Winning shoppers in this environment is both a challenge and an opportunity for marketers. Success rests on understanding actual shopper behaviour—what they do at the point of sale as opposed to what they say they’ll do in surveys.
Bain & Company partnered with Kantar Worldpanel to study the shopping habits of 40,000 Chinese households. Our study helped us gain invaluable insights into how shoppers make purchases in 26 important consumer goods categories (see Figure 1).
Among the key findings:
For brands in repertoire categories:
For brands in loyalist categories: