Retail audit for durable goods

Date of publication: November 1, 1996

Company: GfK Group

Author: Lionel Marquie

Abstract:

This paper will concentrate on consumer electronics products and proposes to investigate three main topics:

1. Why develop into retail research in China?

2. The operational issues faced in China when developing into retail research.

3. The application of retail research: the use of retail audits by the photo industry.

Why Develop into Retail Audit in China?

The necessity to develop into retail audits to monitor durable goods results from three main factors:

1.The characteristics and potential of the China market;

2. The development of foreign retailers' presence in China;

3.The development of foreign manufacturers' presence in China.

In this first part, we propose to tackle each of these three reasons.

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