China\'s Men\'s Grooming Market - Extract
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Consumer Insights on China\'s men\'s grooming market

Consumer Insights on China\'s men\'s grooming market

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China\'s Men\'s Grooming Market - Extract China\'s Men\'s Grooming Market - Extract Presentation Transcript

  • Page 2010/04 Men’s Grooming Men’s Grooming Consumer Usage & Habit Research
  • Research Objectives
    • To find out valuable information in aspects as follows
    • and possible interaction between them, thereby to
    • better understand men’s grooming product market and consumer’s behavior pattern.
    • Men’s grooming product consciousness
    • Brand consciousness
    • Life style
    • Personality
    • Men’s grooming product concepts acceptance
    Page
  • Methodology
    • Study Design
    • Internet Survey
    • Total 25 Questions
    • Study Participants (N=200)
    • Men; 17-23 Years of Age
    • 50% Participants From Shanghai, 50% Participants From Beijing
    • Who are Men’s Grooming Product Users
    Page
  • Questionnaire Design
    • Consumer profile
      • Living place,
      • Age
      • Income
      • Amount spent of personal care product per month
      • Normal shopping place
      • Frequency of purchasing personal care products
    • Opinion on men’s grooming product
      • Men’s grooming product purchased on a regular basis,
      • Advertisement seen in the past 2 months
      • Brand evaluation
      • Men’s product purchased in the past
      • Brand would be likely purchased
      • Men’s grooming product would be likely purchased
    Page
    • Life style
      • Hair length
      • Frequency of haircut
      • Sports like best
      • Hobbies
      • Attire preferred
      • Importance of being perceived as “fashionable”
      • Frequency of reading fashion magazine
      • Magazines read
    • Personality
      • Attributes evaluation
      • Famous guys adored
    • Concepts evaluation
      • Natural
      • Hydration & Oxygen
      • Attractive
      • Extreme Sports
      • Male Cosmetics
  • Analysis Method
    • Data sorted by Shanghai, Beijing, Student and Non-student
    • T-test, Uppercase letter A, B,C,D represent significant difference at 95% C.L
    • Correlation analysis
    • Correspondence analysis
    Page
  • Consumer Profile Page Consumer Constitution   Total Beijing Shanghai Student Non-student Respondents 200 100 100 148 52 High school student 10 2 8 10 -   5.00% 2.00% 8.00% 6.80% - College/university student 138 79 59 138 -   69.00% 79.0% 59.00% 93.2% - Person who has not yet taken up an occupation 4 3 1 - 4   2.00% 3.00% 1.00% - 7.7% Person who has taken up an occupation 48 16 32 - 48   24.00% 16.00% 32.0% - 92.3% Total 200 100 100 148 52   100.00% 100.00% 100.00% 100.00% 100.00%
  • Consumer Profile Page Monthly Disposable Income Of Consumer Who has not yet taken up an occupation   Total Beijing Shanghai Student Non-student Respondents 152 84 68 148 4 RMB0--500 38 23 15 38 -   25.00% 27.40% 22.10% 25.70% - RMB501--1000 57 26 31 56 1   37.50% 31.00% 45.60% 37.80% 25.00% RMB1001--1500 33 22 11 32 1   21.70% 26.20% 16.20% 21.60% 25.00% RMB1501--2000 11 7 4 10 1   7.20% 8.30% 5.90% 6.80% 25.00% Over RMB2000 13 6 7 12 1   8.60% 7.10% 10.30% 8.10% 25.00% Total 152 84 68 148 4   100.00% 100.00% 100.00% 100.00% 100.00%
  • Consumer Profile Page Monthly Income Of Consumer Who has taken up an occupation   Total Beijing Shanghai Student Non-student Respondents 48 16 32 - 48 RMB0--500 - - - - -   - - - - - RMB501--1000 - - - - -   - - - - - RMB1001--1500 2 1 1 - 2   4.20% 6.30% 3.10% - 4.20% RMB1501--2000 13 3 10 - 13   27.10% 18.80% 31.30% - 27.10% Over RMB2000 33 12 21 - 33   68.80% 75.00% 65.60% - 68.80% Total 48 16 32 - 48   100.00% 100.00% 100.00% - 100.00%
  • Consumer Profile Page Amount spent of personal care per month   Total Beijing Shanghai Student Non-student (A) (B) (C) (D) Respondents 200 100 100 148 52 RMB0--50 25.00% 24.00% 26.00% 27.00% 19.20% RMB51--100 38.00% 38.00% 38.00% 39.20% 34.60% RMB101--150 19.00% 21.00% 17.00% 17.60% 23.10% RMB151--200 9.50% 10.00% 9.00% 10.80% 5.80% RMB201--250 3.00% 2.00% 4.00% 2.00% 5.80% Over RMB251 5.50% 5.00% 6.00% 3.40% 11.5%C
  • Consumer Profile Page Where Consumer Normally Purchase Personal Care Product   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Department store 35.50% 39.00% 32.00% 37.80% 28.80% Supermarket 85.50% 81.00% 90.00% 83.10% 92.30% Convenience store 26.50% 30.00% 23.00% 26.40% 26.90% Internet 15.50% 16.00% 15.00% 12.80% 23.10%
  • Consumer Profile Page Frequency Of Purchasing Personal Care Items   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Weekly 13.00% 13.00% 13.00% 14.90% 7.70% Twice a month 23.00% 20.00% 26.00% 22.30% 25.00% Once a month 42.00% 43.00% 41.00% 42.60% 40.40% Once in 2 months 20.50% 24.00% 17.00% 18.90% 25.00% When product is used up 1.50% - 3.00% 1.40% 1.90%
  • Opinion on men ’ s grooming product Page Product For Men Consumer Purchase On A Regular Basis (Part 1)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Men’s Facial wash 75.00% 73.00% 77.00% 72.30% 82.70% Men’s shampoo 72.00% 75.00% 69.00% 70.90% 75.00% Men’s body wash 56.00% 60.00% 52.00% 53.40% 63.50% Hair styling products 29.50% 24.00% 35.00% 27.00% 36.50% Acne products 28.50% 28.00% 29.00% 28.40% 28.80% Shaving foam 27.50% 25.00% 30.00% 21.60% 44.2%C Men’s soap 27.50% 31.00% 24.00% 29.70% 21.20% Fine fragrance 27.00% 31.00% 23.00% 23.60% 36.50%
  • Opinion on men’s grooming product Page Product For Men Consumer Purchase On A Regular Basis (Part 2)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Lip balm 24.50% 20.00% 29.00% 20.90% 34.60% Facial cream 24.00% 26.00% 22.00% 22.30% 28.80% Body lotion 17.00% 16.00% 18.00% 15.50% 21.20% Facial soap 15.50% 16.00% 15.00% 15.50% 15.40% After-shave products 15.00% 12.00% 18.00% 13.50% 19.20% Facial tonic 15.00% 13.00% 17.00% 12.80% 21.20% Underarm deodorant 13.00% 18.0%B 8.00% 9.50% 23.1%C Moisturizer 13.00% 14.00% 12.00% 10.80% 19.20%
  • Opinion on men’s grooming product Page Product For Men Consumer Purchase On A Regular Basis (Part 3)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Sun care product 13.00% 11.00% 15.00% 12.20% 15.40% Hand cream 12.50% 13.00% 12.00% 8.80% 23.1%C Nose strips 12.00% 8.00% 16.00% 8.80% 21.2%C Facial mask 10.50% 13.00% 8.00% 8.10% 17.30% Hair coloring product 8.00% 6.00% 10.00% 6.10% 13.50% Body spray 7.50% 6.00% 9.00% 6.10% 11.50% Skin whitening product 7.00% 3.00% 11.0%A 6.10% 9.60% Under-eye cream 5.50% 6.00% 5.00% 3.40% 11.5%C Slimming products 3.00% 1.00% 5.00% 1.40% 7.7%C
  • Opinion on men’s grooming product Page Brand Perception Of Consumer (Part 1)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Biore for men T2B(Favorably) 43.50% 33.00% 54.0%A 41.20% 50.00% B2B(unFavorably) 14.00% 11.00% 17.00% 15.50% 9.60% Nivea for men T2B(Favorably) 46.50% 42.00% 51.00% 46.60% 46.20% B2B(unFavorably) 10.50% 14.00% 7.00% 11.50% 7.70% Gatsby T2B(Favorably) 39.50% 35.00% 44.00% 39.90% 38.50% B2B(unFavorably) 13.50% 12.00% 15.00% 12.80% 15.40% Mentholatum T2B(Favorably) 62.50% 59.00% 66.00% 63.50% 59.60% B2B(unFavorably) 6.50% 7.00% 6.00% 6.10% 7.70%
  • Opinion on men’s grooming product Page Brand Perception Of Consumer (Part 2)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Golf T2B(Favorably) 29.50% 31.00% 28.00% 30.40% 26.90% B2B(unFavorably) 13.00% 13.00% 13.00% 12.20% 15.40% Dabao T2B(Favorably) 49.00% 52.00% 46.00% 52.00% 40.40% B2B(unFavorably) 21.00% 18.00% 24.00% 18.90% 26.90% Fa T2B(Favorably) 26.50% 30.00% 23.00% 28.40% 21.20% B2B(unFavorably) 17.00% 18.00% 16.00% 16.90% 17.30% Uno T2B(Favorably) 31.50% 35.00% 28.00% 33.80% 25.00% B2B(unFavorably) 13.00% 11.00% 15.00% 12.20% 15.40%
  • Opinion on men’s grooming product Page Brand Consumer Purchased In The Past   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Mentholatum 75.00% 69.00% 81.00% 75.70% 73.10% Daobao 57.50% 65.0%B 50.00% 58.80% 53.80% Biore for men 51.00% 35.00% 67.0%A 47.30% 61.50% Niva for men 48.50% 40.00% 57.0%A 45.30% 57.70% Gatsby 29.50% 22.00% 37.0%A 29.10% 30.80% Uno 13.00% 14.00% 12.00% 14.20% 9.60% Fa 11.50% 11.00% 12.00% 9.50% 17.30% Golf 9.50% 9.00% 10.00% 7.40% 15.40% Forgot 3.00% 5.00% 1.00% 3.40% 1.90% Did not purchase above mentioned 2.00% 4.0%B - 2.70% -
  • Opinion on men’s grooming product Page Brand Consumer Would Be Likely To Purchase For His personal Care Needs   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Mentholatum 68.50% 61.00% 76.0%A 67.60% 71.20% Nivea for men 48.50% 33.00% 64.0%A 43.20% 63.5%C Daobao 45.50% 44.00% 47.00% 47.30% 40.40% Gatsby 34.00% 27.00% 41.0%A 33.10% 36.50% Uno 21.00% 24.00% 18.00% 22.30% 17.30% Golf 20.00% 20.00% 20.00% 18.90% 23.10% Fa 16.50% 16.00% 17.00% 13.50% 25.00% Not sure 6.50% 9.00% 4.00% 7.40% 3.80% Will not purchase above mentioned 1.00% 1.00% 1.00% 1.40% -
  • Life Style Page Sports Consumer Like Best (Part 2)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Jogging 23.00% 27.00% 19.00% 23.00% 23.10% Skateboarding 23.00% 23.00% 23.00% 22.30% 25.00% Hiking 16.50% 15.00% 18.00% 15.50% 19.20% Watersports 14.50% 14.00% 15.00% 10.80% 25.0%C Volleyball 12.00% 15.00% 9.00% 12.80% 9.60% Rock climbing 11.00% 6.00% 16.0%A 9.50% 15.40% Bungee jumping 8.50% 6.00% 11.00% 7.40% 11.50% Horse riding 8.00% 5.00% 11.00% 6.80% 11.50% Marathon 3.50% 2.00% 5.00% 2.70% 5.80% Raquet ball 3.50% 2.00% 5.00% 2.70% 5.80% I don’t have much time for sports 2.00% 3.00% 1.00% 2.70% -
  • Life Style Page Consumer’s Hobbies (Part 1)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Surf the internet 80.50% 73.00% 88.0%A 79.70% 82.70% Music 77.00% 80.00% 74.00% 77.70% 75.00% Movies 74.50% 79.00% 70.00% 75.00% 73.10% Watch TV 57.00% 52.00% 62.00% 56.80% 57.70% Internet chatting (MSN, QQ or Yahoo) 52.00% 46.00% 58.00% 50.70% 55.80% Sports 48.50% 46.00% 51.00% 49.30% 46.20% Sleeping 48.50% 47.00% 50.00% 49.30% 46.20% Reading 44.00% 38.00% 50.00% 45.30% 40.40% Traveling 44.00% 43.00% 45.00% 42.60% 48.10% Going out with friends 41.50% 42.00% 41.00% 36.50% 55.8%C Parties 39.00% 35.00% 43.00% 35.10% 50.00% Talk with friends 35.00% 32.00% 38.00% 33.80% 38.50%
  • Life Style Page Consumer’s Hobbies (Part 2)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 Relaxing 30.50% 28.00% 33.00% 28.40% 36.50% Karaoke 30.00% 26.00% 34.00% 28.40% 34.60% Shopping 28.50% 29.00% 28.00% 25.00% 38.50% Go to concerts or shows 28.00% 30.00% 26.00% 27.70% 28.80% Gym 27.00% 29.00% 25.00% 25.00% 32.70% Eating out 25.50% 23.00% 28.00% 21.60% 36.5%C Classical music 21.00% 18.00% 24.00% 19.60% 25.00% Entertaining at home 20.50% 16.00% 25.00% 18.90% 25.00% Cooking 18.50% 18.00% 19.00% 14.90% 28.8%C Trekking 15.50% 14.00% 17.00% 12.80% 23.10% Opera 7.00% 5.00% 9.00% 7.40% 5.80%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 1)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 1. I am very outgoing T2B(agree) 78.00% 82.00% 74.00% 80.40% 71.20% B2B(disagree) 5.00% 1.00% 9.0%A 6.10% 1.90% 2. I like to stay at home T2B(agree) 43.50% 43.00% 44.00% 43.20% 44.20% B2B(disagree) 15.00% 11.00% 19.00% 16.90% 9.60% 3. I like to have many friends T2B(agree) 66.50% 73.00% 60.00% 67.60% 63.50% B2B(disagree) 8.50% 5.00% 12.00% 7.40% 11.50% 4. I like to have few, but very good friends T2B(agree) 57.00% 58.00% 56.00% 56.80% 57.70% B2B(disagree) 12.00% 9.00% 15.00% 12.80% 9.60% 5. I am romantic man T2B(agree) 48.00% 60.0%B 36.00% 51.40% 38.50% B2B(disagree) 11.00% 7.00% 15.00% 10.10% 13.50% 6. I like a simple life T2B(agree) 67.00% 66.00% 68.00% 67.60% 65.40% B2B(disagree) 6.00% 2.00% 10.0%A 4.10% 11.50% 7. I like crowded, lively place T2B(agree) 35.00% 37.00% 33.00% 35.10% 34.60% B2B(disagree) 32.00% 24.00% 40.0%A 31.10% 34.60% 8. I like to go to nightclubs and disco T2B(agree) 25.50% 31.00% 20.00% 25.70% 25.00% B2B(disagree) 46.50% 39.00% 54.0%A 48.00% 42.30%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 2)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 9. I care about my appearance T2B(agree) 68.00% 75.0%B 61.00% 69.60% 63.50% B2B(disagree) 7.00% 7.00% 7.00% 8.10% 3.80% 10. I like quiet places T2B(agree) 68.00% 73.00% 63.00% 70.90% 59.60% B2B(disagree) 8.50% 4.00% 13.0%A 9.50% 5.80% 11. I like to be perceived by others as sexy T2B(agree) 37.50% 51.0%B 24.00% 37.80% 36.50% B2B(disagree) 32.50% 24.00% 41.0%A 33.80% 28.80% 12. I like the big outdoors T2B(agree) 76.50% 82.00% 71.00% 78.40% 71.20% B2B(disagree) 5.00% 3.00% 7.00% 4.70% 5.80% 13. I am very adventurous T2B(agree) 51.00% 61.0%B 41.00% 54.10% 42.30% B2B(disagree) 12.00% 9.00% 15.00% 11.50% 13.50% 14. I think being myself is the best way to relax T2B(agree) 67.00% 70.00% 64.00% 64.90% 73.10% B2B(disagree) 5.50% 3.00% 8.00% 6.10% 3.80% 15. I like beaches more than mountains T2B(agree) 59.00% 66.0%B 52.00% 59.50% 57.70% B2B(disagree) 10.00% 7.00% 13.00% 10.10% 9.60% 16. I love the excitement of city life T2B(agree) 49.50% 59.0%B 40.00% 51.40% 44.20% B2B(disagree) 16.50% 11.00% 22.0%A 14.20% 23.10%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 3)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 17. I like to play it safe T2B(agree) 60.50% 62.00% 59.00% 59.50% 63.50% B2B(disagree) 6.50% 4.00% 9.00% 8.10% 1.90% 18. Shopping is a lot of fun T2B(agree) 41.00% 50.0%B 32.00% 42.60% 36.50% B2B(disagree) 22.00% 21.00% 23.00% 22.30% 21.20% 19. The countryside is my favorite place T2B(agree) 63.00% 70.0%B 56.00% 64.20% 59.60% B2B(disagree) 9.00% 6.00% 12.00% 8.80% 9.60% 20. I think fishing in a river is relaxing T2B(agree) 38.50% 41.00% 36.00% 35.10% 48.10% B2B(disagree) 28.00% 22.00% 34.00% 30.40% 21.20% 21. I like to visit as many foreign place as possible T2B(agree) 67.50% 74.00% 61.00% 66.90% 69.20% B2B(disagree) 10.00% 5.00% 15.0%A 10.80% 7.70% 22. I am a simple and normal guy T2B(agree) 44.50% 46.00% 43.00% 43.20% 48.10% B2B(disagree) 18.50% 15.00% 22.00% 18.90% 17.30% 23. I am happiest when I am in the company of others T2B(agree) 68.00% 77.0%B 59.00% 68.90% 65.40% B2B(disagree) 4.00% 2.00% 6.00% 5.40% - 24. I am very clean and neat T2B(agree) 70.50% 74.00% 67.00% 68.90% 75.00% B2B(disagree) 5.50% 3.00% 8.00% 6.10% 3.80%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 4)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 25. I like dining in T2B(agree) 57.50% 64.00% 51.00% 58.80% 53.80% B2B(disagree) 8.00% 4.00% 12.0%A 6.80% 11.50% 26. I like traveling in China T2B(agree) 45.00% 55.0%B 35.00% 49.3%D 32.70% B2B(disagree) 12.00% 9.00% 15.00% 10.80% 15.40% 27. I like surprises better than plans T2B(agree) 56.50% 60.00% 53.00% 56.80% 55.80% B2B(disagree) 13.00% 9.00% 17.00% 12.80% 13.50% 28. I consider carefully what clothes I wear every day T2B(agree) 35.00% 36.00% 34.00% 36.50% 30.80% B2B(disagree) 23.50% 19.00% 28.00% 24.30% 21.20% 29. I am an easy-going guy T2B(agree) 72.50% 73.00% 72.00% 76.4%D 61.50% B2B(disagree) 6.00% 5.00% 7.00% 5.40% 7.70% 30. I am a sporty guy T2B(agree) 52.00% 59.0%B 45.00% 52.00% 51.90% B2B(disagree) 16.00% 15.00% 17.00% 16.20% 15.40% 31. I like others to see me as being a fashionable guy T2B(agree) 45.50% 51.00% 40.00% 43.90% 50.00% B2B(disagree) 22.00% 18.00% 26.00% 23.00% 19.20% 32. I like nature and natural things T2B(agree) 73.00% 78.00% 68.00% 74.30% 69.20% B2B(disagree) 5.00% 4.00% 6.00% 4.10% 7.70%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 5)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 33. I like to be spontaneous T2B(agree) 80.50% 80.00% 81.00% 82.40% 75.00% B2B(disagree) 5.00% 6.00% 4.00% 4.70% 5.80% 34. I like to be the same as everyone else around me T2B(agree) 30.50% 31.00% 30.00% 33.10% 23.10% B2B(disagree) 35.50% 35.00% 36.00% 35.80% 34.60% 35. I like to be straightforward T2B(agree) 74.00% 78.00% 70.00% 75.70% 69.20% B2B(disagree) 6.00% 7.00% 5.00% 4.70% 9.60% 36. I am a very manly guy T2B(agree) 57.00% 61.00% 53.00% 59.50% 50.00% B2B(disagree) 6.00% 5.00% 7.00% 6.10% 5.80% 37. I think that science is the way to the future T2B(agree) 69.50% 68.00% 71.00% 70.30% 67.30% B2B(disagree) 6.50% 7.00% 6.00% 6.80% 5.80% 38. I like to do things at the spur of the moment T2B(agree) 38.50% 42.00% 35.00% 41.20% 30.80% B2B(disagree) 29.50% 25.00% 34.00% 25.00% 42.3%C 39. I often follow the advice of my girlfriend T2B(agree) 46.50% 50.00% 43.00% 52.7%D 28.80% B2B(disagree) 15.00% 13.00% 17.00% 12.20% 23.10% 40. I like to stand out and be perceived as unique T2B(agree) 55.50% 54.00% 57.00% 56.80% 51.90% B2B(disagree) 15.50% 14.00% 17.00% 16.20% 13.50%
  • Personality Page Statements Agreed/Disagreed By Consumer (Part 6)   Total Beijing Shanghai Student Non-student     (A) (B) (C) (D) Respondents 200 100 100 148 52 41. I have good taste T2B(agree) 58.50% 70.0%B 47.00% 61.50% 50.00% B2B(disagree) 9.00% 6.00% 12.00% 8.80% 9.60% 41. I think the combination of science and nature result in best products T2B(agree)2 63.50% 59.00% 68.00% 66.20% 55.80% B2B(disagree) 6.00% 6.00% 6.00% 4.70% 9.60% 43. I am a very unique guy with my special own character T2B(agree) 61.50% 61.00% 62.00% 61.50% 61.50% B2B(disagree) 9.00% 7.00% 11.00% 8.80% 9.60% 44. I care about how others perceive me T2B(agree) 59.00% 61.00% 57.00% 61.50% 51.90% B2B(disagree) 8.50% 8.00% 9.00% 7.40% 11.50% 45. I worry about pollution T2B(agree) 68.50% 69.00% 68.00% 68.20% 69.20% B2B(disagree) 6.00% 4.00% 8.00% 4.70% 9.60% 46. I think that getting along with others is the most important thing T2B(agree) 73.00% 79.00% 67.00% 74.30% 69.20% B2B(disagree) 7.00% 6.00% 8.00% 7.40% 5.80% 47. I like everything to be planned very well before I agree to do something T2B(agree) 61.00% 63.00% 59.00% 64.90% 50.00% B2B(disagree) 9.00% 10.00% 8.00% 8.10% 11.50% 48. I like to conserve the environment T2B(agree) 72.50% 75.00% 70.00% 77.0%D 59.60% B2B(disagree) 6.00% 4.00% 8.00% 4.70% 9.60%
  • Multiple Correspondence Analysis - Perceptual Map - Page Compared with Shanghai consumers ,Beijing consumers consider themselves as romantic, care about their appearance, adventurous, like beaches more than mountains, like to perceived by others as sexy, like shopping, like countryside, love the excitement of city life, like traveling in China, sporty guy, have good taste, happiest in the company of others. They are aggressive and want to stand out themselves as unique in evaluating themselves. They are more likely o be trend followers and subject to other’s opinion. Compared with Beijing consumers, significant less Shanghai consumers do not have the same evaluation on some highlighted attributes as Beijing consumers. They are more rational and mature in evaluating themselves. Compared with non-student consumers, student consumers more like traveling in China and are easy-going, like to do things at the spur of the moment, often follow girlfriends advice and like to conserve environment. They show certain juvenility on some attributes corresponding to their age. Compared with student, non-student consumers show mature in some aspects. They are more independent and pay more attention to self-esteem.
  • Multiple Correspondence Analysis - Perceptual Map - Page Personality features owned by consumers with different income level.( income level sorted by non-student and student). Monthly income (non-student) Disposable income (student) .8 .8 .6 .4 .2 0.0 -.2 -.4 -.6 -.8 .6 .4 .2 0.0 -.2 -.4 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 09 08 07 06 05 04 03 02 01 RMB2000+ RMB1501-2000 RMB1001-1500 RMB2000+ RMB1501-2000 RMB1001-1500 RMB501-1000 RMB0-500 stay alone manly Romantic, like to be sexy Open faced, impetuous Like clean, environmental friendly Good taste on everything, worried about other’s opinions
  • Personality Statements Page 1.I am very outgoing 2.I like to stay at home 3.I like to have many friends 4.I like to have fewer, but very good friends 5.I am a romantic guy 6.I like a simple life 7.I like crowded, lively places 8.I like to go to nightclubs and discos 9.I care about my appearance 10.I like quiet places 11.I like to be perceived by others as sexy 12.I like the big outdoors 13.I am very adventurous 14.I think being by myself is the best way to relax 15.I like beaches more than mountains 16.I love the excitement of city life 17.I like to play it safe 18.Shopping is a lot of fun 19.The countryside is my favorite place 20.I think that fishing in a river is relaxing 21.I like to visit as many foreign places as possible 22.I am a simple and normal guy 23.I am happiest when I am in the company of others 24.I am very clean and neat 25.I like dining in 26.I like traveling in China 27.I like surprises better than plans 28.I consider carefully what clothes I wear every day 29.I am an easy-going guy 30.I am a sporty guy 31.I like others to see me as being a fashionable guy 32.I like nature and natural things 33.I like to be spontaneous 34.I like to be the same as everyone else around me 35.I like to be straightforward 36.I am a very manly guy 37.I think that science is the way to the future 38.I like to do things at the spur of the moment 39.I often follow the advice of my girlfriend 40.I like to stand out and be perceived as unique 41.I have good taste 42.I think the combination of nature and science result in the best products 43.I am a very unique guy with my own special character 44.I care about how others perceive me 45.I worry about pollution 46.I think that getting along with others is the most important thing 47.I like everything to be planned very well before I agree to do something 48.I like to conserve the environment