July 4th, 2005

THINK!DESK presents results of the market research study at the IAMA-Conference in Chicago

On this year's 15th World Food and Agribusiness forum in Chicago results of the current study on China's consumer market by THINK!DESK China Research & Consulting drew large attention. The focus of the investigation was the choice of brand products by Chinese consumers within the range of Fast Moving Consumer Goods (FMCG) and here particularly food. THINK!DESK China Research & Consulting presented for the first time - and with large success - the newly developed consumer typology on the basis of the Brand Triangle. The project, which was accomplished in co-operation with the Universities of Goettingen and Duisburg, ranked among the most discussed and most current contributions of the conference.

There is hardly any other market at this time which is as laden with expectations and at the same time subject to so many myths as the Chinese consumer goods market. A population of 1.3 billion, the fact of two decades of rapidly rising real income and, with China’s joining the WTO, the security of a basically viable market system makes it appear increasingly attractive to open this market up. Moreover, the increasingly saturated consumer goods markets in the European Union and the United States, where the acquisition of new customers as well as the fostering of the customer base keep inflating the marketing budgets of the industry, make a stronger pervasion of the Chinese consumer goods market seem sensible and necessary.

Download the paper (pdf) and/or the presentation (ppt) on "Evolving Brand Preferences: The Case of China".

For further information about the study please contact Mr. Matthias Schramm via e-mail or phone (+49-2041- 986 665).