Understanding the Chinese car buyer

460

different car
models compete
for customers in
China, with an
additional 155
expe...
Understanding the Chinese car buyer

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Understanding the Chinese car buyer

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Understanding the Chinese car buyer

  1. 1. Understanding the Chinese car buyer 460 different car models compete for customers in China, with an additional 155 expected to arrive in the next 5 years. 8.18m new cars were sold in China in the first six months of 2013. (Source: China Passenger Car Association, June 2013) Share this 14% 90% of Chinese car buyers change their minds about the brand they set out to buy, once they get serious about making a purchase. 80% of Chinese who bought a car within the last two months did so because of a special deal or promotion, up from 43% in 2012. 51% Over half of Chinese car buyers decided against a brand after reading negative comments on social media sites. 26% of Chinese car buyers say car dealers are their most trusted source of information. of Chinese firsttime car buyers say that the opinion of family and friends is their most important influence. In TAPPS (The Automotive Path to Purchase Study), we talked to 1,000 people in China as they made a decision about which car to buy. We gathered the information in real-time to understand how people make decisions and what really is influential at each stage of the purchase journey. The full findings from TAPPS 2013 are available from October. To find out more please contact enquiries@ tnsglobal.com TAPPS - Understanding the Chinese car buyer
  2. 2. Understanding the Chinese car buyer If you would like to talk to us about this article, please get in touch via enquiries@tnsglobal.com or on Twitter @tns_global About TNS TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information. Share this TAPPS - Understanding the Chinese car buyer

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