consumer insight presentation_2006.ppt

1、Consumer Insight: Latest Findings in Consumer Buying Behavior and its Implication for Consumer Oriented Companies,The Gallup Organization October 2006,The Source of Data,Copyright 2005 The Gallup Organization, Princeton, NJ. All rights reserved.,Gallup National Consumer Studies (1994, 1997, 1999 and

2、 2004) A National Diary and Beverage Product Survey (2005) A National IT Product Usage & Awareness Survey (2006) A National Media Effectiveness Study (2006),3,A Conceptual Model of Consumer Product Choice,Functional Needs,Life Style,Disposable Income,Buy,Product Choice,Retail Environment,Retail Envi

3、ronment,Retail Environment,Retail Environment,4,Market Trend: Some Background,5,Total City: 660,Source: 2004 China City Statistical Yearbook,The City Tree,17%,The cities are clustered into 4 categories according to population and income:,High Tier,Low Tier,6,Average Household Income - We are becomin

4、g richer,+74%,+8%,+31%,+63%,-10%,+14%,+49%,+19%,+47%,Unit: Yuan,7,Family Savings We are having more money in the banks,8,The upper income families (30,000 RMB+) are emerging,43 million Chinese households can be defined as upper income families, which is above 30,000 RMB a year or above 2,500 RMB a m

5、onth, based on our 2004 study. Assume there are 3 members in a family, then about 130 million Chinese fall into the upper income family category, which is 10% of the total population of China. These 130 million people arguably constitute the core of Chinese consumer market.,The Size of the Consumer

6、Market,Copyright 2005 The Gallup Organization, Princeton, NJ. All rights reserved.,10,Rural,National,Urban,Top 10,Top 3,The income gaps have become bigger,11,The modern retail channels are becoming dominant,Our study found that the majority of consumers in low-tier as well as high-tier cities buy be

7、verage products from modern retail channels.,High-tier vs. Low-tier markets,Note: Supermarket :open-shelf, more than 2 cashers (modern) CVS : open-shelf, 1-2 cashers. Kiosk/Grocery :no casher (traditional).,12,Channel Usage by Region Beverage Products,(includes supermarket which has more than 2 chec

8、k-outs),(includes convenience stores, small shops, kiosk/grocery, food store, etc.),13,Current Consumer Spending Habits & Trends,14,We are having more goodies at home (National),15,Upper Income Families: 1997 vs. 2004,Q43. As I read each of the following items, would you tell me whether you have tha

9、t item in your home at present, or not?,16,Technology Owned and Used in the Home,Which of the following do you or others in your household have and use at least once per month?,*Base sizes vary by variable & country. See data tables for details.,The fastest growing sectors over the 1997-2004 period

10、are , in order:Medicine & healthcare 156%Housing138%Education & entertainment129%Transport and communications126%Household durable goods101%Services 94%Food 50%Clothing & Foodwear 29%,Consumer Expenditure by Industry: 1997-2004 (National),Copyright 2005 The Gallup Organization, Princeton, NJ. All ri

11、ghts reserved.,Source: NBS, Access Asia, China Economic Quarterly,18,Q43. As I read each of the following items, would you tell me whether you have that item in your home at present, or not?,What do we have at home? (Urban),19,Home Ownership (Urban 1994-2004),Q51. Do you own or rent your home?,20,Ca

12、r Ownership,Q43. As I read each of the following items, would you tell me whether you have that item in your home at present, or not?,21,Telephone,24,Life Insurance,19,Color TV,20,Air Conditioner,16,Clothes Washing Machine,16,Refrigerator,19,Film Camera,16,Property Insurance,VCD/ DVD,15,14,1997,13,A

13、n Apartment,VCD/ DVD,35,Medical Insurance,26,Air Conditioner,27,Jewelry,23,Clothes Wasting Machine,21,Color TV,26,Life Insurance,25,Refrigerator,Stereo System or Home Theater,21,20,1999,Microwave Oven,21,2004,Mobile,26,Life Insurance,23,Medical Insurance,25,Jewelry,19,Microwave Oven,19,Computer,23,C

14、olor TV,21,Air Conditioner,Digital Camera,18,17,Refrigerator,17,Q44. Now, as I read each of these items, would you tell me whether or not you plan to buy that item in the next one or two years, even if you may already have that item in your home?,Color TV,22,21,Clothes Washing Machine,22,15,Clothes

15、Washing Machine,14,Refrigerator,Film Camera,18,Motorcycle,Video Camera,12,11,1994,19,9,Stereo System or Home Theater,Telephone,Microwave Oven,What do we want to have in the future? (Urban),22,Taking Commercial Loans in the Future,Do you think you will probably apply for a personal commercial loan in

16、 the future?,23,Purpose of Taking Commercial Loans,For which of the following purposes do you think you will probably apply for a personal commercial loan in the future?,24,Credit Card Ownership,Do you, yourself, have any credit cards?,25,Takeaways:- We are having more goodies at home- We are spendi

17、ng more on nonmaterial products- We are getting smarter with our money,Current Consumer Spending Habits & Trends,26,Changing Your Mindset,27,Chinese brands are becoming increasing well-known,28,Santana,83,94,Beijing Jeep,77,81,Red Flag,80,91,Honda,71,Volkswagen,71,Mercedes Benz,76,31,Shanghai VW,76,

18、BMW,Toyota,69,68,Cars,Buick,57,Soft Drinks,Top Brands By Industries (National),Wahaha,Coca Cola,Pepsi Cola,7-Up,Fast Food Restaurants,71,71,K.F.C.,McDonalds,Home Electronic,ChangHong,87,Panasonic,74,Haier,83,Sony,63,Siemens,61,Philips,70,Hitachi,64,Toshiba,Sanyo,59,59,Sharp,54,29,No One Brand Stands

19、 Out,Brands about the Same,2004,1999,2004,1999,2004,1999,2004,1999,2004,1999,2004,1999,We Know More About Brand Difference (National),Beer,Refrigerators,Mobile Phone,Computer,Cars,One Brand Stands Out,Cameras,30,No One Brand Stands Out,Brands about the Same,2004,1999,2004,1999,2004,1999,1999,2004,19

20、99,2004,1999,We Know More About Brand Difference (contd),Soft Drinks,Athletic Shoes,Credit Cards,Banks,Insurance Companies,2004,One Brand Stands Out,Fast Food Restaurants,31,prefer to buy with Chinese brand names or PRC brand names,24,76,2004,19,81,1999,National,48,52,2004,1999,29,71,Top 10 Cities,2

21、004,1999,55,45,36,64,Top 3 Cities,Q41. To indicate the type of shopper you are, would you point to the position on this card you think best describes the way you shop for consumer durable or major appliances.,prefer to buy products with foreign brand names,Buy Chinese or foreign brands?,32,35,65,200

22、4,26,74,1999,1997,25,75,19 - 29,2004,1999,1997,26,74,19,81,24,76,30 - 49,Q41. To indicate the type of shopper you are, would you point to the position on this card you think best describes the way you shop for consumer durable or major appliances.,prefer to buy with Chinese brand names or PRC brand

23、names,prefer to buy products with foreign brand names,Buy Chinese or foreign brands? (By age),33,We Still Prefer Foreign Products,China,Germany,Britain,Japan,France,Taiwan,Korea,USA,Upper Income Families,Total Urban,Upper Income Families,Total Urban,Upper Income Families,Total Urban,Upper Income Fam

24、ilies,Total Urban,Upper Income Families,Total Urban,Upper Income Families,Total Urban,Upper Income Families,Total Urban,Upper Income Families,Total Urban,Poor Fair Very good Excellent,34,Takeaways: - We are becoming more brand conscious- We know more about brand difference- We still prefer foreign b

25、rands,Changing Your Mindset,35,Successful Product & Marketing Strategies,36,Purchase Intention in the Future (Rural-Urban),Now, as I read each of these items, would you tell me whether or not you plan to buy that item in the next one or two years, even if you may already have that item in your home?

26、,37,Purchase Intention in the Future (High-tier vs low-tier),Now, as I read each of these items, would you tell me whether or not you plan to buy that item in the next one or two years, even if you may already have that item in your home?,38,Changing Patterns of Consumption (Upper Income Families),O

27、n average, about how much do you (does your household) spend per year on the following?,1999 vs. 2004,39,The Life Style is Changing (Urban & Upper Income Families),As I read off each of the following activities, would you tell me whether you, yourself have participated in that activity within the la

28、st twelve months, or not?,40,The Youth Market Opportunities,41,The Youth Market Opportunities,42,To indicate the type of shopper you are, would you point to the position on this card you think best describes the way you shop for consumer durable or major appliances.,Chinese products and brands are g

29、etting popular,43,The Effectiveness of Media Channels,44,Distributor,Retailer,End-product Maker,Component Provider,Intel Microsoft,HP Lenovo,Increase Retail Presence an IT Example,The Trend: Some successful companies not only focus on manufacturers and dealers of their products but also the retailers and end-users of their products. The component providers do not want simply respond to changes made by OEMs and dealers. They want to Know more about the changes in retail and consumer behavior in time so as to adjust their marketing strategy B