This study was conducted during late December 2008 and early January 2009. Over 2,500 consumers from middle to upper personal income groups were interviewed across Shanghai, Beijing, Guangzhou, Chengdu and Shenyang. In late January and early February additional qualitative research was conducted in Shanghai in order to add context to the quantitative findings and also to gain a clearer understanding of the factors and influences that have the greatest effect on Chinese consumer sentiment.
Key Study Objectives:
- To identify the key concerns and influences which shape Chinese consumer sentiment.
- To determine what effect the current economic downturn is having on Chinese consumer sentiment and their willingness to spend their discretionary income.
- To determine what proportion of Chinese consumers have reduced personal spending due to concerns about the economy
- To identify which product categories will be the most impacted (see categories of focus)
- To measure current consumer opinions of economic conditions, job availability, personal financial well being as well as their outlook and expectations for the economy for the next twelve months.
- To provide a platform from which the core measures which will be tracked and monitored each month.
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