Abstract:

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese characteristics? The paper is based on an annual worldwide survey conducted since 1997 and administered with 1,000 consumers in each of the 30 major economies around the world, including 10 Asia-Pacific countries. Consistent methodology of in-person in-home interviews in all 30 countries makes the findings comparable for consumer universes that can afford global branded goods.