Survey: Chinese prefer local brands

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BEIJING -- Chinese consumers prefer Chinese brands with the exception of coffee, soft drinks and camera film, according to a State Statistics Bureau (SSB) survey held in China's large and medium-sized cities.

The researchers found that among 40 kinds of consumer goods the most popular products are Chinese-made, particularly in the electrical appliances sector. Foreign brands won out in soft drinks and a few other sectors.

In more than half the sectors surveyed, there was no leading big name brand and the market was highly competitive. For instance, in the shirt market consumers face the choice of 495 brands, both those made by Chinese companies and one produced by joint ventures.

Those consumers surveyed said they chose the best- quality products when buying everyday goods, but in the durable goods sector they sometimes could not afford the best products and bought the less expensive ones.

The survey will soon be extended to small cities, according to Xiong Zhennan, deputy director of the SSB Social Science Department. The department, together with China Central Television's Central Viewer Survey & Consulting Center, questioned 5,200 urban households in 31 large and medium- sized cities in October.

Copyright December 1996, Crain Communications Inc.

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