According to a new study by Bain & Company and Kantar Worldpanel, Chinese consumers are adventurous shoppers who are constantly trying out new brands and are rarely loyal to one.

贝恩公司(Bain & Company)和消费者指数研究机构Kantar Worldpanel发布的一份新研究报告显示，中国消费者喜欢在购物时冒险，他们总是会尝试新品牌，而很少对一个品牌忠心耿耿。

The findings are likely to disappoint the marketing departments at major consumer product companies, the researchers say.
研究人员说，这次调查结果可能会令大型消费品公司的营销部门感到失望。

"There's always been an expectation that the Chinese will become more loyal as the market becomes more mature and we're saying "no" to that," said Bruno Lannes, a Shanghai-based partner for Bain and the lead writer of the report.

贝恩驻上海合伙人、该报告的主要作者兰尼斯(Bruno Lannes)说，人们总有这样一种期待，即随着中国市场趋向成熟，中国消费者的品牌忠诚度也会不断提高，但我们现在认为不是这样的。

"This may be sobering news for brand managers. The reality is that consumers in China, like in other countries, don't think of brands when they shop."
兰尼斯说，对品牌经理来说，这可能算是个发人深省的消息；其实，跟其它国家的消费者一样，中国消费者在买东西时想的不是品牌。

The researchers studied the shopping habits of 40,000 Chinese households by arming them with scanners to track their purchases in real time. Twenty-six types of consumer products were tracked in beverage, packaged food, personal care and home care categories.
研究人员给四万个中国家庭配备了扫描仪，从而实时追踪他们买东西的情况，研究他们的购物习惯。调查对饮料、包装食品、个人护理和家庭护理用品等几大类项下共26种消费品进行了跟踪分析。

Chinese shoppers are most often engaged in what Mr. Lannes calls "repertoire behavior," which means that they consider and buy several brands when shopping rather than sticking to one favorite. For example, the average Chinese household bought yogurt 16.2 times last year. But shoppers chose one of the leading three brands just 4.6, or 28%, of those times.