Brand Preference of the China Affluent

1Q 2008

Abstract

Achieving brand prominence and building a strong brand asset in the booming consumer markets of China are critical for many businesses today. Affluent consumers are likely to be willing to pay a premium for a branded product that is perceived to have better quality and convey higher status and lifestyle value. Finding the consumer values of the elite, therefore, is of utmost importance.

This study looks at this set of preferences.

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