The research focused on 25-to 35-year-old shoppers, who earn 1,800 yuan (US$216.87) to 2,500 yuan a month, because they are "set to be tomorrow's main spenders." The firm did not elaborate on the scale and error margin of the research.

ACNielsen found that as young Chinese strive to acquire visible manifestation of success and status through hard work, their leisure time is necessarily limited and shopping becomes a pastime, and even relaxation.

Due to the lack of recreational alternatives, they tend to take shopping as a family occasion.

"Chinese consumers sometimes are not shopping only for buying purposes. They shop more often but spend less than what you can see in a Western market," said Alistair Watts, managing director of ACNielsen China.

The firm also found that hypermarkets and supermarkets have attracted scores of shoppers at the expense of the traditional wet markets and convenience shops.

ACNielsen suggests that a hypermarket provides a total relaxing and entertaining experience, with shopping, dining and entertainment facilities under one roof as Chinese consumers often expect an "all-in-one" recreational experience similar to a family amusement facility or theme park.

(eastday.com March 31, 2003)