Retail audit for durable goods. Development and application in China
Lionel Marquie GfK Group, Hong Kong
INTRODUCTION
The pressure to develop marketing instruments to monitor the China market is not a new phenomenon. In the durable goods industry, more specifically in the consumer electronics and household appliances industry, we can say that retail audits were requested as soon as the early nineties. The Japanese manufacturers who developed early into China represented the first demand. The European and American manufacturers have showed stronger interest since 1993. Since then, and because of saturated and somehow depressed markets in Europe, these requests...