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Philippine Online Group Buying

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PHILIPPINE ONLINE GROUP BUYING: …

PHILIPPINE ONLINE GROUP BUYING:
A MARKETING RESEARCH STUDY
TO DETERMINE THE CUSTOMER PROFILE

Prepared by MBA students from the University of the Philippines, Diliman

Published in: Technology, Business

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  • http://articles.businessinsider.com/2011-01-24/tech/30043149_1_groupon-projection-needham
  • Transcript

    • 1. A Market Research StudyR. Bolanos, J. Capal, K. Dela Cruz, K. Neri, A. Santos • 12/08/11
    • 2. AGENDA » Introduction to Group Buying » Research Objectives » Research Method » Results & Analysis » Limitations » Conclusion & Recommendations
    • 3. INTRODUCTION
    • 4. GROUP BUYING Also known as: Social Buying Crowd Buying Collecting Online Getting big deals and big discounts through the Buying power of collective online buying. Daily Deals Online group buying companies feature limited-time deal offerings of partner merchants that must be Social Couponing redeemed within a predetermined time frame.
    • 5. GROUP BUYING The Business Model: Subscribers User signs up with purchase deals group buying and pay the company to group buying access deal company Deals reach group buying company’s network of subscribers Group buying Group buying Subscriber company company pays redeems coupon features deals on merchant’s share at merchant site of deal Payments are spread Merchants sign- out in installments over up to offer deals lifecycle of deal
    • 6. GROUP BUYINGSome of the group buying sites in the Philippines:
    • 7. GROUP BUYING Examples of recent deals:
    • 8. GROUP BUYING Group buying is still in the nascent stage in the Philippines. 2010-2015 estimated compound annual growth rate of Philippine daily deals: 67.74%! Sources: Business Insider (2011), BIA/Kelsey (2011), Yahoo-Nielsen (2011)
    • 9. RESEARCH OBJECTIVES
    • 10. RESEARCH PROBLEM Will online group buying be an effective distribution channel for companies by determining the customer profile of current users in the Philippines?
    • 11. RESEARCH OBJECTIVESTo gather information Demographicfrom a representative Information sample of thePhilippine population who participate inonline group buying to Technographic Information Geographic Information determine: Customer Profile Behavioral Psychographic Information Information
    • 12. RESEARCH METHOD
    • 13. RESEARCH METHOD Questionnaire Development Crafting Pre-testing Finalizing Sample Plan Method: Online Referral Size: 250 Data Processing Data Validation Data Coding Data Classification Data Analysis » Type of Sampling: Non-probabilistic » Online Collection Tool: Kwik Surveys (http://www.kwiksurveys.com) » Data Collection Period: November 13, 2010 to November 24, 2010
    • 14. RESULTS & ANALYSIS
    • 15. DEMOGRAPHIC
    • 16. DEMOGRAPHIC 3% 1% 13% Age 25% Below 18 years old 18 – 25 years old 26 – 35 years old They’re young 58% 36 – 45 years old Above 45 years old Gender They tend to be 44% Male 56% Female female Base = 250
    • 17. DEMOGRAPHIC 1% 26% Status Single Married They’re single 73% Separated 28% Children They don’t have 72% No Children With Children children Base = 250
    • 18. DEMOGRAPHIC 7% 3% 2% 9% Employment Unemployed Student They work Employed 79% Self-Employed Homemaker Income 10% 9% 2% Source They earn Allowance salaries 79% Business No Income Salary Base = 250
    • 19. DEMOGRAPHIC Income 5% 7% Below Php5,000 30% 20% Php5,000 to Php14,999 Php15,000 to Php24,999 They have 10% 12% 16% Php25,000 to Php34,999 Php35,000 to Php44,999 money Php45,000 to Php54,999 Php55,000 and aboveMonthly Income 2% 1% 16% Education High school They’re smart Vocational College / University 81% Post-graduate Base = 250
    • 20. GEOGRAPHIC
    • 21. GEOGRAPHIC 2% 1% 8% 2% 1% Region CALABARZON Central Visayas Davao Region They’re NCR Northern Mindanao urbanites 86% SOCCSKSARGEN Western Visayas Zamboanga Peninsula 33% 41% Housing They tend to live Type Living with relatives with relatives 26% Rent Owned Base = 250
    • 22. PSYCHOGRAPHIC
    • 23. PSYCHOGRAPHIC a Number of Hours Spent Working or Studying per Week 18% 8% 18% They’re Less than 20 hours 20 hours to below 40 hours diligent 40 hours to below 50 hours workers 50 hours and above 56%Q30: How many hours per week do you work and/or study? (Base = 250)
    • 24. PSYCHOGRAPHIC a Usual Shopping Places 120.0% 100.0% 96.8% 80.0% 60.0% 54.4% 51.2% They shop in 40.0% malls 21.6% 20.0% 0.8% 0.0% Malls Bazaars / Midnight Sales Online Direct Selling TianggeQ7: Where do you usually go shopping? (Select all that apply.) (Base = 250)
    • 25. PSYCHOGRAPHIC a Likes to Try Out New Products and Services 7% They’re No adventurous Yes 93%Q5: Do you like to try out new products and services? (Base = 250)
    • 26. PSYCHOGRAPHIC Need to See Actual Product a Considers Himself an Before Purchase Impulse Buyer 36% 48% 52% 64% No Yes No Yes Base = 250 Base = 250 More prefer to see actual product They’re smart and discerning before purchase customersQ4: Do you need to see the actual product before buying? Q6: Do you consider yourself an impulse buyer? (Base = 250)
    • 27. BEHAVIORAL
    • 28. BEHAVIORAL Number of Coupons Purchased (within the Last 6 Months) 1% 1% 0 coupons 4% 3% 5% 4% 1 to 2 coupons 3 to 5 coupons 17% 6 to 10 coupons 36% 11 to 16 coupons 17 to 25 coupons 26 to 35 coupons 36 to 45 coupons 46 coupons & above 29% Majority of online group buyers purchase 1-2 coupons for the past 6 months.Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category? (Base = 250)
    • 29. BEHAVIORAL Total Amount Purchased By Respondents (within the Last 6 Months) 2% 1% 1% No Purchase 2% 5% 3% Below Php1,000 5% 11% Php1,000 to Php2,500 4% Php2,501 to Php4,000 7% Php4,001 to Php6,000 Php6,001 to Php8,000 20% 10% Php8,001 to Php10,000 Php10,001 to Php15,000 Php15,001 to Php20,000 Php20,001 to Php25,000 13% Php25,001 to Php30,000 16% Php30,001 to Php50,000 Php50,001 to Php100,000 Php100,001 and above Majority spend between Php1,000 to Php2,500 for the past 6 months.Q11: For the past 6 months, what is your total purchase amount from group buying websites for each category? (Base = 250)
    • 30. BEHAVIORAL Coupon Categories Purchased 4% 8% 28% 11% Food & Dining Travel Activities & Events Health & Beauty 18% Technology & Gadgets 21% Fashion & Clothing Other Products 10% Top 2 Best-Selling Categories are: Food & Dining and Travel.Q8: So far, what products and services have you bought in group buying websites? (Select all that apply.) (Base = 250)
    • 31. BEHAVIORAL Number of Coupons Bought per Category (within the Last 6 Months) 5% 3% 6% Food & Dining 39% Travel Activities & Events 26% Health & Beauty Technology & Gadgets Fashion & Clothing Others 10% 11% Top 2 product categories with most coupons sold: Food & Dining and Health & Beauty.Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category? (Base = 250)
    • 32. BEHAVIORAL Average Purchase Amount Per Coupon Per Category (within the Last 6 Months) 8,000.00 7,000.00 6,683.01 6,000.00 5,000.00 4,027.02 4,000.00 3,000.00 2,000.00 1,098.23 1,032.41 1,000.00 579.43 586.94 620.58 - Food & Dining Travel Activities & Events Health & Beauty Technology & Fashion & Clothing Others Gadgets Top 2 product categories with highest average purchase amount: Travel and Technology & Gadgets.Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category? and Q11: For thepast 6 months, what is your total purchase amount from group buying websites for each category? (Base = 250)
    • 33. BEHAVIORAL Food & Dining – Coupons Bought, Purchase Amount and Gender 35% 30% 25% 20% Females buy more Food 15% & Dining coupons 10% Male Female compared to males. 5% 0% 1 to 2 3 to 5 6 to 10 11 to 16 17 to 25 26 to 35 46 coupons coupons coupons coupons coupons coupons coupons and above 30.0% 25.0% 20.0% Females spend more on 15.0% the Food & Dining Male Female 10.0% category compared to 5.0% males. 0.0% Below Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php10,001 to Php1,000 Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Php15,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q11: For the past 6months, what is your total purchase amount from group buying websites for each category? Q21: Sex (Base = 144)
    • 34. BEHAVIORAL Travel – Coupons Bought and Shopping Online 35.0% 32.8% 31.1% Online shoppers 30.0% purchase more 25.0% travel coupons than non-online 20.0% shoppers. 15.0% 10.0% 8.6% 5.0% 1.6% 1.6% .8% 0.0% 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons Not Online Shoppers Online ShoppersQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? and Q7: Wheredo you usually go shopping? (Base = 96)
    • 35. BEHAVIORAL Travel – Purchase Amount and Likes to Try New Products & Services 12.00% Respondents 10.00% who like to try 8.00% new products 6.00% & services spend more 4.00% on travel 2.00% coupons. 0.00% Do Not Like Trying New Products & Services Like Trying New Products & ServicesQ11: For the past 6 months, what is your total purchase amount from group buying websites for each category? and Q5: Do youlike to try out new products and services? (Base = 96)
    • 36. BEHAVIORALActivities & Events – Purchase Amount and Shopping at Midnight Sales 10.0% 9.3% 9.0% Midnight sale 8.0% 7.7% shoppers are 7.0% 6.6% likely to 6.0% 5.6% spend more 5.0% on deals for 4.0% Activities & 3.0% Events. 1.9% 1.9% 1.9% 2.0% 1.5% 1.0% .5% 0.0% Below Php1,000 Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Not Midnight Sale Shoppers Midnight Sale ShoppersQ11: For the past 6 months, what is your total purchase amount from group buying websites for each category? Q7: Where do youusually go shopping? (Base = 43)
    • 37. BEHAVIORAL Health & Beauty - Coupons Bought, Total Purchase Amount and Gender35.0%30.0%25.0%20.0%15.0% Male Female10.0% 5.0% Females purchase 0.0% more Health & Beauty 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 11 to 16 coupons 17 to 25 coupons 36 to 45 coupons coupons than males.25.0%20.0%15.0% 20.1% females spend Male Female below Php1,000 for10.0% Health & Beauty 5.0% coupons. 0.0% Below Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php10,001 to Php1,000 Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Php15,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category: health and beauty? Q11: For the past 6months, what is your total purchase amount from group buying websites for each category: health and beauty? and Q21: Gender (Base = 91)
    • 38. BEHAVIORAL Technology & Gadgets – Coupons Bought, Purchase Amount and Gender30%25% Males purchase20% more Technology15% Male Female & Gadgets10% coupons than 5% females. 0% 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 coupons6% More males5% spend between4% Php2,501 to3% Male Female Php4,000 for2% Technology &1% Gadget coupons0% for the past 6 Below Php1,000 Php2,501 Php4,001 Php6,001 Php8,001 Php10,001 Php15,001 Php50,001 Php100,001 months. Php1,000 to to to to to to to to and above Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Php15,000 Php20,000 Php100,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category: technology and gadgets? Q11: For thepast 6 months, what is your total purchase amount from group buying websites for each category: technology and gadgets? and Q21: Gender (Base = 48)
    • 39. BEHAVIORAL Technology & Gadgets - Coupons Bought and Shopping Online 30% 26% 25% Online shoppers purchase more 20% Technology & 15% Gadgets coupons. 10% 9% 5% 2% 1% 1% 0% 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 coupons Not Online Shoppers Online ShoppersQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? and Q7:Where do you usually go shopping? (Base = 48)
    • 40. BEHAVIORAL Fashion & Clothing – Coupons Bought, Purchase Amount and Monthly Income45.0%40.0% Majority of Fashion & Clothing35.0%30.0% buyers buy 1-2 coupons and25.0% have monthly income below20.0% Php5,000.15.0%10.0% 1 to 2 coupons 5.0% 3 to 5 coupons 0.0% 6 to 10 coupons Below Php5,000 Php5,000 to Php14,999 to Php25,000 to Php35,000 to Php45,000 to Php54,999 and above Php15,000 Php24,999 Php34,999 Php44,999 Php55,000 17 to 25 coupons18.0%16.0%14.0% Higher income leads to higher12.0% purchase amounts for Fashion &10.0% Clothing deals. 8.0% 6.0% 4.0% Below Php1,000 2.0% Php1,000 to Php2,500 0.0% Php2,501 to Php4,000 Below Php5,000 to Php15,000 to Php25,000 to Php35,000 to Php45,000 to Php55,000 Php4,001 to Php6,000 Php5,000 Php14,999 Php24,999 Php34,999 Php44,999 Php54,999 and above Php25,001 to Php30,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category: fashion and clothing? Q11: For the past 6months, what is your total purchase amount from group buying websites for each category: fashion and clothing? Q26: Monthly Income (Base = 33)
    • 41. BEHAVIORAL Reasons for Buying 120.0% Personal Use is the reason why 100.0% 96.0% respondents 80.0% purchase from online group 60.0% buying sites. 40.0% 35.6% 20.0% 0.0% Personal Use As GiftQ9: Reasons for buying. (Base = 250)
    • 42. BEHAVIORAL Mode of Payment 90.0% 81.2% 80.0% 70.0% Credit cards are the most used payment option 60.0% 50.0% 40.0% 30.0% 20.0% 15.2% 14.4% 10.0% 4.8% 5.6% 0.0% PayPal Credit Card Debit Card Bank Deposit Bayad CenterQ12: Mode of Payment (Select all that apply.) (Base = 250)
    • 43. BEHAVIORAL Level of Importance of Purchase Considerations 100% 90% 16% 16% 32% 32% 80% 40% 36% 38% Value for Money 50% 70% 60% 27% 29% and Appeal of 60% 75% Product/Service 50% 38% are the most 40% 50% 46% 44% important 41% 36% 36% 35% attributes for 30% 30% group buyers 20% 23% 17% 13% 11% 11% 9% 12% 12% 10% 9% 4% 2% 2% 4% 1% 1% 1% 2% 1% 5% 6% 6% 6% 6% 8% 7% 6% 5% 5% 0% Very Important Important Neutral Unimportant Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) (Base = 250)
    • 44. BEHAVIORAL Appeal of Product and Service and Source of Income 100% 90% The level of 80% importance of 50.0% appeal of product 57.9% 70% 65.2% or service ranks 70.8% 60% high across all sources of 50% income 40% 33.3% 30% 31.0% 20% 26.1% 25.0% Very Important Important 10% 4.1% 16.7% 4.3% 1.5% Neutral 4.2% 4.3% 5.6% 0% Unimportant Allowance Business No Income Salary Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q25: Source of Income (Base = 250)
    • 45. BEHAVIORAL Appeal of Product and Service and Monthly Income100% Across all monthly 90% income 80% ranges, appeal of 46.2% 52.9% 48.0% 51.3% 51.6% product or service 70% appears to be a 70.7% very important 60% 84.0% purchase 50% consideration especially for the 40% 30.0% respondents with 30% 46.2% 29.4% monthly income 38.5% 48.4% above Php45,000 20% 21.3% 10.0% 5.9% Very Important 10% 12.0% 5.1% 2.7% Important 11.8% 12.0% 7.7% 5.1% 2.7% 4.0% 2.7% Neutral 0% Below Php5,000 Php5,000 to Php15,000 to Php25,000 to Php35,000 to Php45,000 to Php55,000 and Unimportant Php14,999 Php24,999 Php34,999 Php44,999 Php54,999 above Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q26: Monthly Income (Base = 250)
    • 46. BEHAVIORAL Value for Money and Hours Spent Working or Studying 100% 90% The greater the 80% hours spent 70% 60.0% working or 71.7% 76.4% studying, the more 60% 81.8% important value 50% for money 40% becomes 15.0% 30% 5.0% 20% 19.6% 17.9% 13.6% Very Important 10% 20.0% 2.2% Important 0.7% 6.5% 5.0% 2.3% 0% 2.3% Neutral Less than 20 hours 20 hours to below 40 40 hours to below 50 50 hours and above Very Unimportant hours hoursQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q30: How many hours per week do you work and/or study? (Base =250)
    • 47. BEHAVIORAL Percentage of Discount & Need to See Actual Product before Purchase 100% 90% 31.5% The percentage of 80% 49.2% discount alone will 70% drive the buyer to purchase the coupon 60% even without seeing 50% the actual item 43.8% 40% 37.5% 30% Very Important 20% Important 13.8% Neutral 10% 7.5% 2.3% Unimportant 1.7% 8.5% 4.2% Very Unimportant 0% Do Not Need to See Actual Product Before Buying Need to See Actual Product Before BuyingQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q4: Do you need to see the actual product before buying? (Base =250)
    • 48. BEHAVIORAL Percentage of Discount and Shopping in Bazaars or Tiangge 100% 90% 24.6% Bazaar shoppers 80% 52.9% value bargain deals 70% and regard the 60% percentage of 50% discount with utmost 52.6% importance 40% 30% 30.9% Very Important 20% Important 14.0% 8.1% Neutral 10% 2.6% 1.5% Unimportant 6.1% 6.6% 0% Very Unimportant Not Bazaar / Tiangge Shoppers Bazaar / Tiangge ShoppersQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q7: Where do you usually go shopping? (select all that apply.) (Base= 250)
    • 49. BEHAVIORAL Location of Merchant and Hours Spent Working or Studying100%90% As the number of hours80% spent in working or 45.0% 43.5% 49.3% studying70% 59.1% increases, there’s also a60% higher concern for the50% location of the 25.0% merchant vis-à-vis the40% 37.0% convenience of using 37.1%30% the purchased coupon 10.0% 31.8%20% 10.9%10% Very Important 20.0% 8.6% 2.2% Important 0.7% 6.8% 6.5% 4.3% 0% 2.3% Neutral Less than 20 hours 20 hours to below 40 hours 40 hours to below 50 hours50 hours and above Unimportant Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) Q30: How many hours per week do you work and/or study? (Base = 250)
    • 50. BEHAVIORAL Location of Merchant and Need to See Actual Product before Buying 100% 90% The convenience brought about by the 80% 40.0% merchant’s location is 70% 60.0% more critical than the 60% appearance of the item for buyers who 50% do not need to see 40% 39.2% actual product prior 30% the purchase 30.8% 20% 13.1% Very Important 10% Important 4.2% 1.7% 7.7% Neutral 0% 3.3% Unimportant Do Not Need to See Actual Product Before Need to See Actual Product Before Buying Buying Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q4: Do you need to see the actual product before buying? (Base =250)
    • 51. BEHAVIORAL Good Reviews from Customers and Level of Education 100% 90% 31.0% 80% 43.6% Educated individuals 50.0% 70% tend to be more discriminating of 60% group buying deals by 50% 100.0% 36.9% seeking opinions from 40% 16.7% 35.9% other customers 30% 16.7% Very Important 20% 24.1% Important 10% 20.5% Neutral 16.7% 2.5% 5.4% Unimportant 0% Very Unimportant High school Vocational College / University Post-graduateQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q29: High level of education attained (Base = 250)
    • 52. BEHAVIORAL Percentage of Respondents who will Repurchase 2% 98% are willing to repurchase online group buying coupons 98% Will Not Repurchase Will RepurchaseQ14: Will you buy again from group buying websites? (Base = 250)
    • 53. BEHAVIORAL Categories to Repurchase80.0% 70.0%70.0% 66.0%60.0% Food & Dining, Travel50.0% 42.9% and Health & Beauty40.0% 38.5% are the top coupon 29.1%30.0% 27.5% categories for20.0% repurchase10.0% 1.2% 0.0% Food & Travel Activites & Health & Technology Fashion & Other Dining Events Beauty & Gadgets Clothing Products Q15: If yes, what products and services are you interested in buying? (Select all that apply.) (Base = 246)
    • 54. BEHAVIORALCategories to Repurchase by Gender100%90%80% 33% Females tend to70% 60% 58% 61% 55% repurchase products60% 78%50% 83% or services from the40% 67% Health & Beauty and30%20% 40% 42% 39% 45% Fashion & Clothing10% 0% 17% 22% categories Food & Travel Activites & Health & Technology Fashion & Other Dining Events Beauty & Gadgets Clothing Products Male FemaleQ15: If yes, what products and services are you interested in buying? (Select all that apply.) and Q21: Sex (Base = 246)
    • 55. TECHNOGRAPHIC
    • 56. TECHNOGRAPHIC Number of Hours Actively Online Per Day 14% 3% They’re busy! 21% 12% Below 1 hour 1 to below 3 hours 43% spend only14% 3 to below 5 hours 5 to below 7 hours 1 to 5 hours 22% 7 to below 9 hours online per day 14% 9 to below 11 hours 11 hours and above Q2: Number of hours actively online per day (Base = 250)
    • 57. TECHNOGRAPHIC Internet Access Location100.0% 88.8% 90.0% 80.0% 73.6% 70.0% Most go online 60.0% 50.0% 44.4% at home or in 40.0% 30.0% the office 20.0% 13.2% 8.8% 10.0% 1.6% 0.0% Home Office School Internet Cafes Mobile /Smart Wi-fi Hotspots Phones/ Tablet PC Q3: Internet access location (Select all that apply.) (Base = 250)
    • 58. TECHNOGRAPHIC Awareness and Purchase Usage Level of Philippine Online Group Buying Website100.0% 90.0% 80.0% Top websites are: 70.0% 1. Ensogo 60.0% 2. CashCashPinoy 50.0% 3. Deal Grocer 40.0% 4. Metro Deals 30.0% 20.0% 10.0% 0.0% Awareness Purchase UsageQ16: Are you aware of the following group buying websites? (Select all that apply.) and Q17: Which group buying websites haveyou bought from? (Select all that apply.) (Base = 250)
    • 59. TECHNOGRAPHIC Reasons for Purchase Usage of Philippine Online Group Buying Websites70.0%60.0% 59.5% 59.1% Top reasons are price and product line50.0% 40.9% 41.3%40.0%30.0%20.0% 16.6% 12.1%10.0% 0.8% 0.0% Price Product Line Customer Service Ease of Use Aesthetics Reputation / Familiarity PopularityQ18: Why do you prefer buying from these websites? (Select all that apply.) (Base = 250)
    • 60. TECHNOGRAPHIC 11% 11% Age33% 45% Below 18 years old 18 – 25 years old They’re young 26 – 35 years old 36 – 45 years old 11% Gender They tend to be Male male Female 89% Base = 9
    • 61. TECHNOGRAPHIC 11% Civil Status33% 56% Single They’re single Married Separated 11% Occupation They’re56% 33% Unemployed Student employed Employed Base = 9
    • 62. TECHNOGRAPHIC 28% Gender They tend to be 72% Male Female female 3% 5% Income They earn Source Allowance salaries Business 92% Salary Base = 36
    • 63. TECHNOGRAPHIC 39% Gender They tend to be 61% Male Female female 3% Income 37% 5% 18% Below Php5,000 They have 12% Php5,000 to Php14,999 Php15,000 to Php24,999 money Php25,000 to Php34,999 11% 14% Php35,000 to Php44,999 Php45,000 to Php54,999 Php55,000 and above Base = 100
    • 64. TECHNOGRAPHIC 18% Civil Status They’re single Single 82% Married 26% Housing They live with Type 52% Living with relatives relatives 22% Rent Owned Base = 100
    • 65. TECHNOGRAPHIC 2% 10% 6% Occupation Student They’re Employed Self-Employed employed 82% Homemaker 2% Income 3% 13% Below Php5,000 They have more 48% 13% Php5,000 to Php14,999 Php15,000 to Php24,999 money Php25,000 to Php34,999 11% Php35,000 to Php44,999 10% Php45,000 to Php54,999 Php55,000 and above Base = 61
    • 66. TECHNOGRAPHIC 23% Gender They tend to be 77% Male Female female 8% 7% Income They earn by Source Allowance salary 85% Business Salary Base = 75
    • 67. LIMITATIONS
    • 68. LIMITATIONS Respondents may not be representative of Philippine online group buying population With online survey, researchers are not able to validate the responses Not all referred respondents may be available during the time the survey was conducted
    • 69. RECOMMENDATIONS
    • 70. RECOMMENDATIONSAlign deal offerings with the customer profile of online group buyers in the Philippines
    • 71. RECOMMENDATIONS Typical Philippine Online Group Buyer: Demographics: Young Female Single Working Have Money Smart Geographics: Live in NCR Urbanites Live with Relatives Psychographics:Shop in Malls Diligent Workers Adventurous Not Impulsive Buyers Technographics: Spend a Few Hours Online Access Internet at Home or Office
    • 72. RECOMMENDATIONSThey are urbanites living • Offer catchy deals that fit their on- in the National Capital the-go lifestyle. Region • Offer luxury items that are value-They are employed and earn high income. for-money
    • 73. RECOMMENDATIONS • Online group buying can be usedThey want to try out new to pilot-run new businesses. products and services • Companies and websites must Average monthly work hand-in-hand to promotepurchase amount ranges and increase awareness of their from P167 to P417 deals.
    • 74. RECOMMENDATIONS Each Philippine group • Companies must know the target buying website has market for their deals.unique set of customers
    • 75. R. Bolanos, J. Capal, K. Dela Cruz, K. Neri, A. Santos • 11/29/11
    • 76. BACK-UP SLIDES
    • 77. BEHAVIORAL Average Purchase Amount Per Person Per Category (within the Last 6 Months) 14,000.00 12,000.00 11,486.43 10,000.00 8,054.04 8,000.00 6,000.00 4,000.00 2,680.08 2,562.55 2,728.50 2,382.11 2,115.70 2,000.00 - Food & Dining Travel Activities & Events Health & Beauty Technology & Fashion & Clothing Others Gadgets Top 2 product categories with highest purchase amount per person: Travel and Technology & Gadgets.Q11: For the past 6 months, what is your total purchase amount from group buying websites for each category? (Base = 250)
    • 78. BEHAVIORAL Average Coupons Purchased Per Person Per Category (within the Last 6 Months) 5.00 4.50 4.32 4.11 4.00 3.60 3.50 3.00 2.64 2.50 2.33 2.00 2.00 1.72 1.50 1.00 0.50 - Food & Dining Travel Activities & Events Health & Beauty Technology & Fashion & Clothing Others Gadgets Top 2 product categories with the most number of coupons bought: Health & Beauty and Food & Dining.Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category? (Base = 250)
    • 79. BEHAVIORAL Food & Dining – Coupons Bought and Gender 60.0% 50.0% Females buy more Food & Dining coupons compared to males. 40.0% 30.0% Male Female 20.0% 10.0% 0.0% 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 11 to 16 17 to 25 26 to 35 46 coupons and coupons coupons coupons aboveQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q21: Sex(Base = 250)
    • 80. BEHAVIORAL Food & Dining - Purchase Amount and Gender 60.0% 50.0% Females spend more on the Food & Dining category compared to males. 40.0% 30.0% Male Female 20.0% 10.0% 0.0% No Purchase Below Php1,000 Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php10,001 to Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Php15,000Q11: For the past 6 months, what is your total purchase amount from group buying websites for each category? Q21: Sex(Base = 250)
    • 81. BEHAVIORAL Travel Coupons Bought and Shopping Online 70.0% 60.0% Online shoppers 50.0% purchase more travel coupons 40.0% than non-online 30.0% shoppers. 20.0% 10.0% 0.0% 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons Not Online Shoppers Online ShoppersQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q7:Where do you usually go shopping? (Base = 250)
    • 82. BEHAVIORALActivities & Events - Purchase Amount and Shopping at Midnight Sales 90.0% 80.0% Midnight sale 70.0% shoppers are 60.0% more likely to 50.0% spend more 40.0% on deals for Activities & 30.0% Events. 20.0% 10.0% 0.0% No Purchase Below Php1,000 Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 Not Midnight Sale Shoppers Midnight Sale ShoppersQ11: For the past 6 months, what is your total purchase amount from group buying websites for each category?(Base = 250)
    • 83. BEHAVIORAL Gender and Number of Coupons Bought for Health & Beauty Category 100.0% 90.0% 80.0% Females purchase 70.0% more Health & 60.0% Beauty coupons than 50.0% males. 40.0% 30.0% 20.0% 10.0% 0.0% 0 Coupons 1 to 2 3 to 5 6 to 10 11 to 16 17 to 25 36 to 45 coupons coupons coupons coupons coupons coupons Male FemaleQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category: health andbeauty? and Q21: Gender (Base = 250)
    • 84. BEHAVIORAL Gender and Purchase Amount for Health & Beauty Category 100.0% 90.0% More females 80.0% spend below 70.0% 60.0% Php1,000 for 50.0% Health & Beauty 40.0% coupons for the 30.0% past 6 months. 20.0% 10.0% 0.0% No Below Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php10,001 Purchase Php1,000 Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 to Php15,000 Male FemaleQ11: For the past 6 months, what is your total purchase amount from group buying websites for each category: healthand beauty? and Q21: Gender (Base = 250)
    • 85. BEHAVIORAL Technology & Gadgets – Coupons Bought and Civil Status 60% 50% 50% Married respondents 40% purchase more Technology & 30% 25% Gadget 20% coupons. 15% 10% 1% 2% 0% 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 coupons Single Married SeparatedQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q21: Sex(Base = 250)
    • 86. BEHAVIORAL Technology & Gadgets – Coupons Bought and Civil Status 90% Married 80% respondents 70% 60% purchase more 50% Technology & 40% Gadget coupons. 30% 20% 10% 0% 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 coupons Single Married SeparatedQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q21: Sex(Base = 250)
    • 87. BEHAVIORAL Gender and Number of Coupons Bought 100.0% for Technology & Gadgets Category 90.0% 80.0% Males 70.0% purchase more 60.0% Technology & 50.0% Gadgets 40.0% coupons than females. 30.0% 20.0% 10.0% 0.0% 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 coupons Male FemaleQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category:technology and gadgets? and Q21: Gender (Base = 250)
    • 88. BEHAVIORAL Gender and Purchase Amount for Technology & Gadgets Category100.0% 90.0% 80.0% More males spend 70.0% between Php2,501 to 60.0% Php4,000 for Technology 50.0% & Gadget coupons for 40.0% the past 6 months. 30.0% 20.0% 10.0% 0.0% No Purchase Below Php1,000 to Php2,501 to Php4,001 to Php6,001 to Php8,001 to Php10,001 Php15,001 Php50,001 Php100,001 Php1,000 Php2,500 Php4,000 Php6,000 Php8,000 Php10,000 to to to and above Php15,000 Php20,000 Php100,000 Male FemaleQ11: For the past 6 months, what is your total purchase amount from group buying websites for each category:technology and gadgets? and Q21: Gender (Base = 250)
    • 89. BEHAVIORAL Technology & Gadgets - Coupons Bought and Shopping Online 100% 90% Online shoppers purchase more 80% Technology & Gadgets coupons. 70% 60% 50% Not Online Shoppers Online Shoppers 40% 30% 20% 10% 0% 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 26 to 35 couponsQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q7:Where do you usually go shopping? (Base = 250)
    • 90. BEHAVIORAL Fashion & Clothing – Coupons Bought, Purchase Amount and Civil Status60.0%50.0% Single Married Separated Respondents who40.0%30.0% are single purchase20.0% more Fashion &10.0% Clothing coupons. 0.0% 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 17 to 25 coupons60.0% Respondents who50.0% Single Married Separated are single spend40.0% more on Fashion &30.0% Clothing deals.20.0%10.0% 0.0% Below Php1,000 Php1,000 to Php2,501 to Php4,001 to Php25,001 to Php2,500 Php4,000 Php6,000 Php30,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category: fashion and clothing? Q11: For the past 6months, what is your total purchase amount from group buying websites for each category: fashion and clothing? Q22: Civil Status (Base = 250)
    • 91. BEHAVIORAL Fashion & Clothing – Coupons Bought, Purchase Amount and Civil Status 100.0% 80.0% 60.0% Respondents who are single Single 40.0% Married purchase more Fashion & 20.0% Separated Clothing coupons. 0.0% 0 Coupons 1 to 2 3 to 5 6 to 10 17 to 25 coupons coupons coupons coupons 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% Single Respondents who are 40.0% 30.0% Married single spend more on 20.0% 10.0% Separated Fashion & Clothing 0.0% deals. No Purchase Below Php1,000 to Php2,501 to Php4,001 to Php25,001 Php1,000 Php2,500 Php4,000 Php6,000 to Php30,000Q10: For the past 6 months, how many coupons have you bought from group buying websites for each category: technology and gadgets?Q11: For the past 6 months, what is your total purchase amount from group buying websites for each category: technology and gadgets?Q22: Civil Status (Base = 250)
    • 92. BEHAVIORAL Fashion & Clothing – Coupons Bought and Monthly Income 100.0% 90.0% Majority of 80.0% Fashion & 70.0% Clothing buyers 60.0% buy 1-2 coupons 50.0% and have 40.0% monthly income 30.0% below Php5,000. 20.0% 10.0% 0.0% Below Php5,000 to Php15,000 to Php25,000 to Php35,000 to Php45,000 to Php55,000 Php5,000 Php14,999 Php24,999 Php34,999 Php44,999 Php54,999 and above 0 Coupons 1 to 2 coupons 3 to 5 coupons 6 to 10 coupons 17 to 25 couponsQ10: For the past 6 months, how many coupons have you bought from group buying websites for each category? Q26:Monthly Income (Base = 250)
    • 93. BEHAVIORAL Fashion & Clothing - Purchase Amount and Monthly Income 100.0% 90.0% 80.0% 70.0% Higher income 60.0% leads to higher 50.0% purchase amounts 40.0% 30.0% for Fashion & 20.0% Clothing deals. 10.0% 0.0% Below Php5,000 to Php15,000 Php25,000 Php35,000 Php45,000 Php55,000 Php5,000 Php14,999 to to to to and above Php24,999 Php34,999 Php44,999 Php54,999 No Purchase Below Php1,000 Php1,000 to Php2,500 Php2,501 to Php4,000 Php4,001 to Php6,000Q11: For the past 6 months, what is your total purchase amount from group buying websites for each category:technology and gadgets? (Base = 250)
    • 94. BEHAVIORAL Good Reviews & Need to See Actual Product before Buying 100% 90% 23.8% One-tenth of the 80% 40.8% respondents who need to see the 70% product before 60% 40.0% buying deem the 50% reviews from other 35.0% customers 40% unimportant 30% 26.2% 20% Very Important 20.0% Important 10% 3.1% Neutral 1.7% 6.9% Unimportant 0% 2.5% Do Not Need to See Actual Product Before Buying Need to See Actual Product Before Buying Very UnimportantQ13: Please check the box that represents how you feel regarding the considerations in purchasing product or service from groupbuying websites: (Check one box only per consideration.) and Q4: Do you need to see the actual product before buying? (Base =250)