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China Daily / 2021-05 / 18 / Page015

Functionality alone not enough to entice youthful consumers

By HE WEI in Shanghai | China Daily | Updated: 2021-05-18 00:00

As China grows to become the world's top consumption market, younger customers are looking for qualities beyond functionality when they make their purchasing decisions, according to a recent report.

Emotional resonance and social connections like loyalty and solidarity are key to informing people's brand impressions, with these trends on continuous upward trajectories, said a joint survey by consultancy Kantar and cosmetics giant L'Oreal Group.

Among the nine categories studied, emotional needs are most important by customers when they buy cosmetics and luxury goods, while food and beverages as well as home care products are perceived by consumers to carry more social responsibility than other categories.

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