Chinese consumer types

Based on data from a survey carried out in Beijing and a correspondence analysis, Chinese consumers are categorized into four types. Among them, 50.8% are the ‘pragmatic’ type, who seek practical aspects of consumer goods and ignore commercial information, 33.9% are the ‘commer„cialized’ type, pursuing commercial information and brand name products, 11.7% are the ‘sociable’ type, getting information mainly from friends, and only 3.6% are the ‘conservative’ type, resenting commercial information and disliking social changes. According to the trend of demographic and economic factors, more Chinese will become the ‘commercialized’ type in the future.