BRANDSTATS: Will WTO change buying habits?

China's long-awaited entry into the World Trade Organisation could finally offer foreign brand marketers much-needed respite. An NFO survey of mainland consumer behaviour across three key market centres has found that four in 10 consumers indicating that they will buy more imported brands. In contrast, only one in 10 said they would purchase more local brands. The intention was particularly negligible in Guangzhou, expressed by only one in a 100 respondents. Demand for imported brands proved to be highest in Shanghai - 47 per cent said they would buy more imported brands against 14 per cent that intended to spend more on local branded products. Beijing respondents were the least inclined to increase purchases of imported brands. The Beijing average of 38 per cent on this score was below the average score of 40 per cent for the three cities. But Shanghai showed the lowest acceptance of brands and products from joint-venture local and foreign corporations. Just 12 per cent of Shanghai respondents said they would purchase joint-venture brands against 28 per cent for Guangzhou, the highest score of the three cities.

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