STUDY UNDERSCORES MARKETING CHALLENGE

HONG KONG -- It's no secret that China's population represents huge potential for packaged goods marketers, but as a study released last month by Nielsen SRG here documents, most products reach only a small fraction of those consumers.

ailable in 64% of China's shops, while infant diapers reach only 2%. Even where products reach them, only one Chinese in 12 earns enough money ($1,000 per year) to spend on consumer goods.

A key conclusion, said Everett Holmes, spokesman for SRG, is that China must be regarded not as one huge market of opportunity, but as many smaller ones. "The key here will be targeting," he said.

Titled "Decision Book China," the study's authors say it is the only assemblage of information of its kind now available. It is priced accordingly: The package, in print and on computer disk, costs $15,000 (U.S.).