| The Chinese consumer goods market is widely considered to be one of the economic hot spots of the world. China seems to be the market with the largest growth potential within the next decade. Multina - tional retail companies, for example, Wal-Mart, Metro and Carrefour have made large investments to open up this new market. However, parallel to the positive aspects of the market development, foreign retail companies entering the market encounter numerous risks and difficulties. Whereas questions concerned with logistical problems are being discussed more often, analyses focusing on the shopping behavior of Chinese consumers are rare. In this context, the following report provides information on store preferences based on a comprehensive survey of 800... |
