We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

China's Consumers Lack Brand Loyalty, Study Reveals

June 11, 2014: 12:00 AM EST
Leading consumer brands are faced with low customer loyalty in China, according to a joint study by research firms Bain & Company and Kantar Worldpanel. Results of the study, which covered 40,000 households in mainland China, revealed a high churn rate among consumers, with the top 5 brands in each market segment seeing between 40–80 percent of new customers. Hair care brand Head & Shoulders, for example, saw its customer base expand 3 percent from 2011 to 2012; however, data revealed 45 percent of 2011 buyers did not return in 2012. Market penetration drives repurchase rates and market share, the study revealed.
Tiffany Ap, "Chinese customers' lack of loyalty puts pressure on brands", South China Morning Post, June 11, 2014, © South China Morning Post Publishers Ltd.
China Business
Focus Areas
Personal Care
Market News
Market News
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.