Consumer preferences for western-style convenience foods in China

The demand for western-style convenience foods is growing around the world, especially in the People's Republic of China, a likely result of the modernization of food consumption patterns. Proper targeting of consumers who exhibit preferences for western foods will be essential to companies wishing to successfully enter the Chinese market. Data from a 2002 survey of consumers in Beijing is evaluated using an ordered logit model to determine which consumer characteristics and attitudes influence the probability of consuming three processed potato products. Results show that female gender, higher income levels, younger adults, the existence of children in the home, and positive opinions concerning the taste of western foods have a significant influence on processed potato consumption.