This statistic presents the results of a survey about brand loyalty among different age luxury consumers in China as of January 2019. According to the survey conducted by McKinsey, approximately 52 percent of Chinese respondents who were born after 1990s said they occasionally purchased luxury products outside of their preferred brands, whereas the respondents of the '80s generation were less experimental and more loyal to their favorite brands.
Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation
Characteristic
Post-'90s generation
Post-'80s generation
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McKinsey & Company. (April 1, 2019). Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation [Graph]. In Statista. Retrieved July 27, 2024, from https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. "Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation." Chart. April 1, 2019. Statista. Accessed July 27, 2024. https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. (2019). Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation. Statista. Statista Inc.. Accessed: July 27, 2024. https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company. "Share of Chinese Luxury Consumers Who Prefer Favorite Brands Only and Who Buy from New Brands as of January 2019, by Generation." Statista, Statista Inc., 1 Apr 2019, https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/
McKinsey & Company, Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation Statista, https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/ (last visited July 27, 2024)
Share of Chinese luxury consumers who prefer favorite brands only and who buy from new brands as of January 2019, by generation [Graph], McKinsey & Company, April 1, 2019. [Online]. Available: https://www.statista.com/statistics/1005451/china-brand-loyalty-level-among-luxury-consumers-by-generation/