A survey of yoghurt consumption by female consumers in Beijing showed 42% consuming often, 26% occasionally and 32% never. Consumers were generally younger and more driven by materialistic values than non-consumers. "Social drivers" are presented as a 1001 for marketers to predict the use of consumer products.
Lowe, A. & Worsley, A. (2003). "Social drivers" as predictors of yoghurt consumption in China. Food Australia, 55 (1-2), 42-44.