For the purchase of foreign brands across
cities, we ran the chi-square test for the percentage
of buyers and the percentage of foreign brand
buyers and the ANOVA procedure for the mind
share of foreign brands. As shown in Table 2 and
Table 3, the four cities are significantly different
in the purchase of foreign brands. For detergent,
Shanghai and Beijing have a higher percentage
of foreign brands buyers (61.4% and 59.9%) than
Xi’an and Chengdu (49.3% and 55.5%). As for
cola products, the mind share of foreign brands
in Beijing (83.0%) and Shanghai (87.5%) are
significantly higher than that in Xi’an (79.45%),
but only slightly lower than that in Chengdu
(87.8%). Overall, cola products are dominated
by foreign brands, and the regional differences
among cities are not as great. For cosmetics,
however, the percentage of foreign brand buyers
and the mind share of foreign brands are significantly
higher in the second-tier cities than in
the first cities. Beijing has the lowest percentage
of foreign brand buyers (36.4%) and the lowest
mind share by foreign brands (27.7%), despite
having the highest purchase rate in the category
(27.0%). In contrast, even though the purchase
rate is only 16.9% in Chengdu, the lowest among
all cities, the percentage of consumers who have
bought foreign brand cosmetics is the highest
(62.1%), and the city’s mind share of foreign
brands is also the highest among the four cities
(51.3%).