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"Social Drivers" As Predictors Of Yoghurt Consumption In China, A Lowe, Anthony Worsley

Faculty of Social Sciences - Papers (Archive)

A survey of yoghurt consumption by female consumers in Beijing showed 42% consuming often, 26% occasionally and 32% never. Consumers were generally younger and more driven by materialistic values than non-consumers. "Social drivers" are presented as a 1001 for marketers to predict the use of consumer products.