We conducted an online, panel-based survey of 1,000 adult Chinese consumers to identify patterns in consumer behavior among various demographic groups in China. We analyzed the data according to location, gender, and brand type to better understand how consumer values correspond with brand values for specific demographic groups. To inform our location analysis, we categorized China’s major population centers into first-, second-, and thirdtier cities according to criteria such as economic development, GDP, transportation systems, urban infrastructure, and historical and cultural significance. Across demographic categories, we then measured the frequency and intensity with which consumers connect to and engage with brands, and the brands particular consumer groups identify with most.
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