Understanding the Chinese consumer: a year of in-depth qualitative research

This article presents the first-hand experience of undertaking qualitative research in China for both mass market and luxury products.

Understanding the Chinese consumer: a year of in-depth qualitative research

Laurence Parisot, Anne Panis-Lelong and Christophe Jourdain IFOP Group

QUALITATIVE RESEARCH IN CHINA: THE INDISPENSABLE INTERFACE BETWEEN WESTERN COMPANIES AND CHINESE CONSUMERS

The Chinese market

With the gradual opening up of China which began in 1978 and China's entry into the socialist market economy in 1992, the Chinese market appears as a new Eldorado for western companies faced with the maturity - not to say the saturation - of their traditional markets.

China's more than one billion potential consumers, its steadily increasing standard of living,...

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