Emotions Playing Bigger Role In Consumer Buying Decisions In China, Study Shows

Emotional factors are increasingly becoming an important influence on consumer buying decisions in China’s tiers 1–4 cities, according to market research firm GroupM. Of the 22 product categories covered by the study, such as automobile, cosmetics, skincare, and electronics, emotional drivers played the leading role in determining which products to buy, data from the Shan Hai Jin 2013 survey revealed. Results of the study also revealed Chinese consumers’ level of sophistication is rising, understanding their consumption behavior must rise above conventional tiers, geography, demographics, and social groups. Brands need to keep in mind that emotions play a significant role in promoting brand loyalty, especially among consumers in tiers 1 and 2 cities.