Consumer Insight

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Consumer Insight

  1. 2. Target Market <ul><li>Demographics </li></ul><ul><li>Females, aged 28 – 35 (spill-over to both sides) </li></ul><ul><li>SEC ABC1 </li></ul><ul><li>Urban </li></ul><ul><li>Educated </li></ul><ul><li>Psychographics </li></ul><ul><li>Intelligent </li></ul><ul><li>Sexy </li></ul><ul><li>Elegant </li></ul><ul><li>Fun loving </li></ul><ul><li>Adventurous </li></ul><ul><li>Ambitious </li></ul><ul><li>Groomed </li></ul><ul><li>Emotionally mature </li></ul>
  2. 3. Editorial Pillars <ul><li>Fashion & Beauty </li></ul><ul><li>Careers & Money </li></ul><ul><li>Views </li></ul><ul><li>Life skills </li></ul><ul><li>People </li></ul><ul><li>Lifestyle </li></ul>
  3. 4. Vital Statistics <ul><li>Frequency: Monthly (Dec/Jan combined) </li></ul><ul><li>Print Order: 25,000 </li></ul><ul><li>Readership: 594,000 </li></ul><ul><li>Pagination: 132 + 4 </li></ul><ul><li>Paper: 150gsm gloss (cover), 80gsm gloss inside </li></ul><ul><li>Format: 275mm x 210mm </li></ul><ul><li>Binding: Square back </li></ul><ul><li>Cover price: Ksh 250 </li></ul>
  4. 5. Consumer Insight Top-line findings Qualitative Study June 2007
  5. 6. Background <ul><li>EAM contracted Consumer Insight to conduct qualitative research on True Love, with the following objectives: </li></ul><ul><ul><li>Gauge perceptions of the magazine </li></ul></ul><ul><ul><li>Identify key selection criteria for buying magazines </li></ul></ul><ul><ul><li>Evaluate True Love along key criteria </li></ul></ul><ul><ul><li>Assess readers’ expectations of True Love </li></ul></ul><ul><ul><li>Seek suggestions for improvement </li></ul></ul><ul><ul><li>Seek better understanding from the True Love consumer on behalf of advertisers </li></ul></ul><ul><li>Consumer Insight conducted six focus groups in Nairobi in April and May, the region’s main urban centre: </li></ul><ul><ul><li>Females: 25-34 in Nairobi, Kisumu, Eldoret and Mombasa, ABC1 </li></ul></ul>
  6. 7. True Love’s brand image
  7. 8. True Love’s brand image (cont.) <ul><li>Respondents were asked to describe True Love as a person, </li></ul><ul><li>this is what they said True Love is: </li></ul><ul><ul><li>A young Kenyan woman </li></ul></ul><ul><ul><li>She is in a lucrative profession and owns a nice car </li></ul></ul><ul><ul><li>She resides in a good estate and goes out quite regularly </li></ul></ul><ul><ul><li>She is outgoing, fun loving and is considered to be a close friend to many </li></ul></ul><ul><ul><li>She is content with life </li></ul></ul>
  8. 9. True Love Readers Leisure activities <ul><ul><li>Clubbing </li></ul></ul><ul><ul><li>Watching movies (Soap Operas) </li></ul></ul><ul><ul><li>Music (Gospel) </li></ul></ul><ul><ul><li>Reading </li></ul></ul><ul><ul><li>Visiting friends </li></ul></ul><ul><ul><li>Traveling </li></ul></ul><ul><ul><li>Swimming </li></ul></ul><ul><ul><li>Sewing </li></ul></ul><ul><ul><li>Internet surfing </li></ul></ul>
  9. 10. True Love Readers: What they want in magazines… <ul><ul><li>Leisure </li></ul></ul><ul><ul><li>Horoscopes </li></ul></ul><ul><ul><li>Gossip </li></ul></ul><ul><ul><li>Humour </li></ul></ul><ul><ul><li>Décor </li></ul></ul><ul><ul><li>Fashion </li></ul></ul><ul><ul><li>Pictorials, Adverts </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Guidance on relationships </li></ul></ul><ul><ul><li>Careers </li></ul></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Real life experiences </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><li>I like their features on prominent women. They always get someone who you would be interested in knowing more about. The cover stories are very well chosen </li></ul><ul><li>Regular True Love reader, Nairobi </li></ul>
  10. 11. True Love Readers Places where they read magazines Salon At work When travelling At home At a friend’s In order of DECREASING frequency At Home Salon At work When travelling On chance Occasional readers Regular readers
  11. 12. True Love Readers: What drives magazine purchase <ul><li>Referrals </li></ul><ul><li>Celebrity features </li></ul><ul><li>Price </li></ul><ul><li>The cover page </li></ul>Occasional Readers <ul><li>Adverts </li></ul><ul><li>Referrals </li></ul><ul><li>Content/Design </li></ul><ul><li>Cover model </li></ul><ul><li>Price </li></ul>Regular Readers
  12. 13. Magazine Readership Criteria <ul><li>The cover is the most important. It will tell you all you need to know. First there is the person on the cover and then they usually write the inside stories on the side. They will help you judge if it is really worth buying that magazine </li></ul><ul><li>Regular True Love reader, Nairobi </li></ul><ul><li>I want something with a bit of content. It has to be worth the price I’m paying for as well </li></ul><ul><li>Regular True Love reader, Nairobi </li></ul><ul><li>Friends also make you buy a magazine on what they tell you about it </li></ul><ul><li>Occasional True Love reader, Nairobi </li></ul>
  13. 14. Magazine Vendors <ul><li>As part of the study 20 magazine vendors were </li></ul><ul><li>Interviewed for their opinions of True Love. </li></ul><ul><li>They consider True Love as a fast-moving magazine, for </li></ul><ul><li>the following reasons: </li></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Affordable </li></ul></ul><ul><ul><li>Cover issues on woman </li></ul></ul><ul><ul><li>High awareness </li></ul></ul><ul><ul><li>Quality paper </li></ul></ul><ul><ul><li>General target audience </li></ul></ul>
  14. 15. Thank You!

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