Due to current economic difficulties, there is a strong business need to measure and monitor Chinese consumer sentiment and the impact that this has on consumer spending in China.

Over the past five years measuring consumer sentiment was not a large priority in China. The economy was expanding at a rapid pace and consumers enjoyed great increases in their disposable income levels. Consumer spending matched these new levels of prosperity and many consumer categories and brands experienced double digit growth each year.

2009 is a year of uncertainty for the consumer markets of China. The global economic downturn has impacted China and this has created great challenges for the manufacturing and export driven sectors of the economy. Consumers are now less secure and confident than they were during the boom times and have responded by adopting an air of caution which has seen a steep decline in consumer expenditure.

It is now very important for companies to measure consumer sentiment and the willingness of consumers to spend their discretionary income during these challenging times. The DDMA Chinese consumer sentiment benchmark study and monthly tracking study allows companies to understand this important business metric which is now essential for successful business planning and consumer marketing in China.