China: Small budgets, small wardrobes

McKinsey Quarterly

Volumn , Issue 4, 2007, Pages 70-73

  Chan, Wai Chan ^a   Cheung, Richard C ^a   Tse, Anne ^a  

^a MCKINSEY AND COMPANY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 36749012011     PISSN: 00475394     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Review

References (2)

1. We surveyed the apparel-shopping attitudes and behavior of 300 women, who in China (as in many other markets) not only decide what clothes to buy for themselves but also influence the clothing purchases of their children and husbands.
2. For research purposes, we defined Chinese high-end (or global) consumers as those with annual household incomes greater than $12,200 (at 2005 exchange rates); mass-market consumers, incomes from $3,000 to $12,200! and struggling consumers, incomes below $3,000. The mass market can be further subdivided into a "consuming" group (with incomes from $5,000 to $12,200) and an "aspiring" one ($3,000 to $5,000).