A Glimpse at Shopping Behavior in China – Fast Moving Consumer Goods
Over the past couple of years China has become home to the world’s second largest market for consumer goods, and is trailing up to the United States.
Two differences may be pointed out between online and offline shopping behavior for fast-moving consumer goods: the number of shopping trips and the amount spent per trip. Statistics demonstrate that in 2011 the average shopper for fast-moving consumer goods made a total of 3 shopping trips online throughout the year, whereas they made an average of 97 offline shopping trips over the same period of time. However, the average online transaction amount was over 80% larger than the average transaction of offline shopping trips.
Furthermore according to studies conducted by Kantar Worldpanel and Bain and Company, over 60% of the shoppers listed brand as some of their top considerations while purchasing fast-moving consumer goods. Nevertheless, recent studies have also demonstrated that while brand remains an important characteristic, most Chinese shoppers don’t necessarily think of one specific brand when they are looking into making a purchase. This behavior may be regarded as the trend for most product categories, but as predictable, there are a few product categories in which the Chinese shoppers exhibited greater brand loyalty such as for example: baby diapers, beer, milk, carbonated soft drinks, and gum. It can be said that there are 2 factors that influence this category-bound brand loyalty, the first factor being brand concentration due to the fact that often only a limited number of brands are available in a product category, whereas the other is routine consumption- items that are bought on a regular basis usually have higher brand loyalty.