This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market.
Maintaining the brand DNA – how international car manufacturers adapt to local taste
Mingzhu (Amy) QiSinotrust Marketing Research and Consulting Ltd, China
INTRODUCTION
Research Context
Since 1997, China's economy has grown more than 50%, according...
