survey result (
Nationwide)
Survey Methodology
Survey Methodology Between May and November 2006, Hurun Report surveyed 604
Mainland Chinese high net worth individuals (defined as with assets of over
US$1 million), of which 191 had assets of over US$10 million. For the third
year running, surveys were carried out on a one on one basis, making this the
largest and most authorative survey of its kind in China. The survey asked
respondents for their ‘Preferred Brand’ from a list of brands in each category
together with an ‘Other’ option at the end for brands not covered in the list.
For the overall luxury brand, the question was open-ended. There were no
options. The winner for each category was the brand with the most votes.
Results compiled by Sinomonitor International, leading market researchers for
China.
Demographics of respondents
85% of respondents were male. The average age of respondents was 40 years. 24%
have no university education. The geographical distribution of respondents was
Shanghai (30 per cent), Zhejiang (15 per cent), Beijing (12 per cent),
Guangdong (10 per cent), Shandong (9 per cent), North West China (7 per cent),
Jiangsu (6 per cent) and Others (12 per cent).
