According to a survey among Chinese consumers in July 2021, 83 percent of respondents from China's fifth-tier cities preferred products with higher cost-effectiveness when shopping, higher than those in bigger cities. Among first-tier city residents surveyed, around 40 percent of respondents believed that buying expensive products could signal their quality of life.
Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier
Characteristic
When I buy expensive goods, I am prioritizing the product’s cost-effectiveness and pragmatism of the purchase
When I buy expensive goods, I am signaling my quality of life
Question: Which one of the following better suits your actual situation? (Single choice).
The population ratio of respondents from tier-3, tier-4, and tier-5 cities is 2:4:4.
The survey is conducted among 50 percent male and 50 percent female respondents.
10 percent of the respondents were between 18 and 25 years old, 25 percent were between 26 and 30, 30 percent between 31 and 35, 20 percent between 36 and 40, 10 percent between 41 and 45, and five percent aged 46 years or older.
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Accenture. (April 11, 2022). Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier [Graph]. In Statista. Retrieved January 08, 2025, from https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/
Accenture. "Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier." Chart. April 11, 2022. Statista. Accessed January 08, 2025. https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/
Accenture. (2022). Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier. Statista. Statista Inc.. Accessed: January 08, 2025. https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/
Accenture. "Share of Consumers Who Pay More for Cost-effective and Pragmatic Products in China as of July 2021, by City Tier." Statista, Statista Inc., 11 Apr 2022, https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/
Accenture, Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier Statista, https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/ (last visited January 08, 2025)
Share of consumers who pay more for cost-effective and pragmatic products in China as of July 2021, by city tier [Graph], Accenture, April 11, 2022. [Online]. Available: https://www.statista.com/statistics/1315898/china-consumers-who-prioritize-pragmatism-when-shopping-by-city-tier/
