The Influence Online Information has on Chinese Consumer Buying Behavior 2011: Home Appliances Category Report: Air Conditioners, Refrigerators, Washing Machines & Color TVs
DDMA Market Research & Consulting, February 2011, Pages: 74
This insightful report finds that 34% of Shanghai consumers state that information gathered online had most impact on which home appliance they purchased. This indicates that US$ 1.8 billion of home appliances retail spend in Shanghai in 2010 was driven by information collected online.
This report introduces to you the key online channels and related sources of information Shanghai customers rely on for home appliances, and in particular air conditioners, refrigerators, washing machines and color TVs.
Importantly, male and female information gathering paths are distinctively different for this category – and are mapped out in detail in this report.
Results of our large sample quantitative research provide you exact knowledge of where consumers go online to gather information for their home appliance purchase decisions. We list the names and importance of these websites in detail to help you better target your business activities in China.
Our Focus Group China qualitative research held through 2010 will help you understand exactly how Shanghai consumers go through their consumer electronics purchase decisions – the great majority of which is done with online information.
Key findings
- 57% of all Shanghai consumers who made a purchase in the personal computers and peripherals category in the past 12 months state that information collected online had the greatest influence on their final purchase decision in terms of brand, model or product bought.
- US$ 460 million of retail sales was generated from the sale of personal computers in Shanghai in 2010 (non-enterprise sales, bought by individual for private use).
- US$ 262 million: Share of personal computer retail sales was influenced mostly by online information in Shanghai in 2010.
Introduction and Report Objectives (Pages 1 - 3)
Chapter 1: Methodology, Design and Key Findings (Pages 4 – 23)
Chapter 2: Does Traditional Media Offer Value for Money Anymore in China or is Word of Mouth Now the Most Influential Source of Product and Brand
Information? (Pages 24 – 50)
Chapter 3: Difference in Importance of Online Information Sources across Product Categories (Pages 51 - 64)
Chapter 4: Home Appliances (Pages 65 – 74)
- Overview
- Introduction
- Key Online Information Channels for Purchases in this Product Category
- Table: Importance of Online Information in this Product Category versus Average Importance
- The Most Influential Online Channels in this Product Category
- Table: The Most Influential Online Channels in this Product Category
- Qualitative insight: How Consumers Gather Information Online in this Product Category
- Purchase Decision Making Process in this Category
- Summary
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