\u27Social drivers\u27 as predictors of yoghurt consumption in China

Abstract

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. &quot;Social drivers&quot; are presented as a 1001 for marketers to predict the use of consumerproducts.<br /