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US Marketing Models Won't Work in China

December 16, 2009

The consumption of media among the Chinese––and the influence that media exerts on Chinese purchasing behavior––is significantly different from what it is for American consumers, according to and BIGresearch. Chinese consumers are also educated about Western brands and tend to be selective in their purchases.

Influence of Media on Groceries

When buying groceries, 13.7% of Chinese consumers (age 18-54) take their buying cues from newspapers  and 10.8% from TV, significantly more than they do from other measured media.* On the other hand, when American consumers make decisions about buying groceries, they rely less on TV (9.9%) and more on newspapers (11.6%).

Influence of Media on Telecom

When making decisions about buying telecom products and services, 17% of Chinese consumers rely on TV and 11.4% rely on newspapers, among measured media alternatives.

Meanwhile, Americans rely less on TV (14.7%) and more on radio (8.0%, compared with 4.7% of Chinese consumers).

Media Allocation for Chinese Consumers

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