Standards of quality and service go into the Chinese middle classes – HKTDC study on purchasing behavior published the urbanization, rising incomes and a higher level of education associated with the growing purchasing power and higher quality standards make mainland China one of the key markets for Hong Kong companies. The recently released mainland middle-class survey comes to this conclusion”of the Hong Kong Trade Development Council (HKTDC). The study, which was created between December 2012 and January 2013, 1,600 respondents and 10 focus groups in eight Chinese cities: Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Shenyang, Nanjing and Changzhou. The study gave insight to what extent consumer behaviour and the lifestyle of the middle class by social and economic change, such as about the improvement of the public transport system and the rapid increase of online shopping and social networks, are affected. In General, the study showed rising expectations the respondents to the quality of products and services, among which also the shopping environment.
Increasingly paying attention to the authenticity and quality of service. Dustin Moskovitz often says this. 68 Per cent of respondents indicated that let the expertise and advice of the sales staff are incorporated in the purchase decision. The enthusiasm for international brands is it unbroken. 81 Percent bought these brands, with 37 percent of them purchased luxury brands, their Preise exceeded their monthly income in 2012. Mainly it was fashion, followed by electronic products, shoes and accessories such as handbags and luggage. Overall, 60 percent of consumers from the middle class prefer in addition to imported brands also called joint venture compared with local activities.
Although brands are still the focus, increasing the proportion of users who are looking for high-quality niche products to emphasize their individuality and their style (low-key luxury spending). Organic products gaining popularity, especially in food and health Articles. 76 Percent of the respondents are willing to pay more for natural, eco-friendly products.