GREY China has released the findings of its Chinabase '96 survey which the media/ advertising company is trumpeting as the 'most comprehensive study of brands ever conducted in the PRC'. The survey involved polling 800 people in four cities in 10 product categories to explore their brand loyalties, attitudes and purchasing behaviour. Among the findings: 98 per cent of Shanghai consumers own a colour TV and 32 per cent plan to purchase a new one within three years; 48 per cent of Guangzhou consumers considered price an important factor when buying medicine for pain relief as opposed to 23 per cent in Beijing, Chengdu and Shanghai. Only 3 per cent of consumers have purchased cognac within the past three months, while 67 per cent have purchased beer and 85 per cent of Beijing residents have never received direct mail but would like to. James Chadwick, Grey China's manager of strategic development, compared the country to a gold rush and said many companies did not know what they would find but that they wanted to be there first. 'The Chinabase has given us a much deeper understanding of the differences between cities, genders, ages and income groups but also of the underlying similarities shared by Chinese consumers,' he said. 'Now we can employ this understanding to offer stronger marketing support to clients and ultimately to create more effective, brand-building advertising campaigns.' Mr Chadwick said Grey would use the data of the survey to customise presentations for its clients to broaden the internal understanding of the Chinese consumer.