1. Understanding the Chinese car buyer
460
different car
models compete
for customers in
China, with an
additional 155
expected to
arrive in the
next 5 years.
8.18m
new cars were sold
in China in the first
six months of 2013.
(Source: China
Passenger Car
Association, June
2013)
Share this
14%
90%
of Chinese car
buyers change
their minds about
the brand they set
out to buy, once
they get serious
about making a
purchase.
80%
of Chinese who
bought a car
within the last
two months did
so because of a
special deal or
promotion, up
from 43% in 2012.
51%
Over half of
Chinese car buyers
decided against
a brand after
reading negative
comments on
social media sites.
26%
of Chinese car
buyers say car
dealers are their
most trusted
source of
information.
of Chinese firsttime car buyers say
that the opinion
of family and
friends is their
most important
influence.
In TAPPS (The
Automotive
Path to Purchase
Study), we
talked to 1,000
people in China
as they made a
decision about
which car to buy.
We gathered
the information
in real-time to
understand how
people make
decisions and
what really is
influential at
each stage of the
purchase journey.
The full findings
from TAPPS 2013
are available from
October. To find
out more please
contact
enquiries@
tnsglobal.com
TAPPS - Understanding the Chinese car buyer

2. Understanding the Chinese car buyer
If you would like to talk to us about
this article, please get in touch via
enquiries@tnsglobal.com
or on Twitter @tns_global
About TNS
TNS advises clients on specific growth strategies
around new market entry, innovation, brand
switching and stakeholder management, based
on long-established expertise and market-leading
solutions. With a presence in over 80 countries, TNS
has more conversations with the world’s consumers
than anyone else and understands individual human
behaviours and attitudes across every cultural,
economic and political region of the world.
TNS is part of Kantar, the data investment
management division of WPP and one of the world’s
largest insight, information and consultancy groups.
Please visit www.tnsglobal.com for more
information.
Share this
TAPPS - Understanding the Chinese car buyer