Consumer behavior in China could be changing yet again. Until now, research has shown that the Chinese usually trust better-known brands, primarily because the latter help assuage concerns over product quality and safety. According to the latest McKinsey survey, 35% of respondents in China believe that companies that market products across a range of categories are more trustworthy than those that focus on just one or two segments. That’s almost twice the number of Americans (18%) or British (13%) who feel the same way.
Catering to the Self-Expressive Chinese Consumer
Consumer behavior in China could be changing yet again. Until now, research has shown that the Chinese usually trust better-known brands, primarily because the latter help assuage concerns over product quality and safety. According to the latest McKinsey survey, 35% of respondents in China believe that companies that market products across a range of categories […]
May 08, 2012
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.