The Hong Kong Brand Development Council and the Chinese Manufacturers’ Association of Hong Kong commissioned a professional research team to conduct a large-scale consumer survey (the Study) in the Greater Bay Area, under the sponsorship of the Trade and Industrial Organisation Support Fund of the Trade and Industry Department, HKSAR Government. Through an overview of the Greater Bay Area and comparative analyses of the differences in consumers’ buying behaviour across ten GBA cities, the Study would enable Hong Kong companies to understand the consumption patterns and characteristics of brand learning behaviour of local consumers in the regional market, as well as their perceptions, attitudes and purchase intention of Hong Kong brand products and services. Such market information would provide valuable insights for Hong Kong companies, with an eye to helping them identify business opportunities and customise brand development and management strategies. The research was in the form of questionnaire survey conducted in 9 cities in Guangdong Province plus Macao from July to October 2020. Over 1,720 consumers were sampled for face-to-face interviews.
(For a full report, please refer to the Chinese version 粵港澳大灣區消費者對香港品牌的態度及購買行為調查報告)