In order to identify the companies and brands which are best placed to succeed in China s rapidly developing mass consumer market, Garner and his colleagues discuss the results of the first comprehensive survey of consumer attitudes and preferences to have been conducted in China, covering 2,700 persons in eight major Chinese cities. This survey provides valuable data for the business executive or academic seeking detailed local information on sectors including automobiles, beverages, electronic goods, financial services, food producers, food retail, food services, household & personal care, luxury goods, telecommunication equipment, tobacco, and transport and leisure travel.
"China is likely to be the single most important influence on the fortunes of investors and corporates alike over the next five years, and yet little is known of what motivates and drives the Chinese consumer. By canvassing the people that matter and reflect the changing face of this massive country, Jonathan Garner has provided investors with a unique insight."
Philip Ehrmann, Head of Pacific & Emerging Markets, Gartmore Investment Management Plc.
Section 1: THEORY.
1. Top–Down Projections of Consumption Growth in China.
2. Drivers of and Constraints to China s Long–Run Economic Growth.
3. Near–Term Risks to Consumption Arising from China s Efforts to Combat Overheating.
4. China s Demographic Trends and Their Implications for Household Consumption.
5. Social and Cultural Influences on Consumption.
6. China s Growth Potential for Key Product Categories.
Section 2: EVIDENCE.
7. Introducing the Proprietary China Consumer Survey.
8. General: Lifestyle, Income and Leverage.
11. Electronic Goods.
12. Food Producers.
13. Food Retail.
14. Food Services.
15. Household and Personal Care.
16. Luxury Goods.
17. Telecom Equipment.
19. Transport and Travel.
Appendix A: PPP Convergence Model.
Appendix B: Global Consumption Function.
Appendix C: Methodology of Product Category Projection.