CONSUMER COPING BEHAVIORSURVEY RESULTS AND INSIGHTSBY DR. NED ROBERTOFEBRUARY 20, 2012, 1:00 PM TO 5:00 PM, NEW WORLD HOTELFor more info, call 813-2703/32 or email email@example.comAbout The SurveyThis 2012 Consumer Coping Behavior Survey is the 12th in the series that started in 1984. Thissurvey series has served the needs of business especially in its category management andmarketing planning. NGOs and government have joined business to use the coping survey datato predict and understand economic turning points (both downturns and upturns). Several largecorporations have resorted to the coping data to give a micro-level support to the macro-levelmarket review that the economic briefing of its annual corporate strategy planning covered.The Consumer Coping Surveys’ analyzed data have allowed subscribing companies to learn iffor consumers their product or service categories have remained or changed classification as:(1) a staple, (2) near staple, (3) nice to have but not necessary, (4) near dispensable, or (5)definitely dispensable recurring expenditure items. The analysis included practical suggestionsabout what to do should a subscribing company’s product falls in any one of these fiveclassifications. In this 2012 survey wave, the gathered data will gain an added level of practicalrelevance because they will include the brand consumers will have purchased most perclassification.As in the previous survey waves, the 2012 survey will trace how consumers in coping will beadjusting their purchase and consumption of each of the 10 dozens preselected product andservice categories consumers budget for recurring expenditures. These alternative consumerbudgeting choices per product category and that the survey will measure include: (1) cuttingback or reducing purchase/usage, (2) economizing, (3) substituting, or else (4) even droppingfrom their budget. As already mentioned, the 2012 coping questionnaire will include the brandinvolved per consumer budgeting behavior.Survey MethodologyThis 2012 Consumer Coping Survey is a nationwide study that gathered data from the specifiedand qualified respondents via face-to-face interviews. Interviewing will make use of anexclusively designed structured questionnaire.The target survey respondent is “the household budget manager,” namely, the housewife. Atotal of 1,200 (±3% error margin at the 95% confidence level) housewife interviews werecompleted. This total is broken down into 300 (±6% error margin) respondents in each of the
four study areas: National Capital Region, Balance Luzon, Visayas, and Mindanao.Multi-stage sampling was used in selecting the respondents from 240 barangays from all regions.Provinces, cities/towns and barangays are selected with probabilities proportional to size, whilehouseholds are selected using interval sampling.The survey questionnaire design maintains its basic structure from its 1984 original. It measuresconsumer coping behavior in two sets. The first set looks at just a couple of items relating tohousewife consumers’ perception of: (1) their household paying capacity versus last year’s, (2)then versus their expenditure needs, and (3) versus their felt occasions of being “kapus” (orhard-up). The second much longer set measures the housewife’s budget treatment of each ofsome 10 dozens pre-selected recurrent expenditure items.Survey Timing & How the Results Will Be ReportedSurvey fieldwork was done in March 2012. Data processing, analysis and reporting wascompleted April 2012.The coping behavior data will be analyzed to identify which product and service categoriesconsumers per survey area and S.E.C. was classified as: 1. An “absolutely-necessary” recurring expenditure item and therefore will most likely be maintained or even raised in purchase and/or usage; 2. A “necessary-but-not-absolutely-necessary” recurring expenditure item and therefore may be maintained in the budget; 3. A “nice-to-have-but-not-necessary” recurring expenditure item and so may be reduced or economized in usage; 4. A “can-do-without-but-still-nice-to-have” or near-dispensable recurring expenditure item and therefore may be replaced or substituted by another; and 5. A “definitely-can-do-without” or truly dispensable recurring expenditure item and therefore will be replaced or even deleted from the budget.Major Survey Questions 1. For each of the following products, which did you do in the past month: a. Not used or bought ever since b. Dropped from the budget even before
c. Dropped from the budget just now d. Substituted with something else e. Lessened use or buying f. Economized use g. Put back into the budget h. Used or bought as before i. Used or bought even more than before 2. a. For items substituted (code d in Q1): Will you please tell what you substituted for this item? b. What brand did you replace it with? 3. For items economized on (code f in Q1): Will you please tell me how you are economizing on this item? 4. For codes e, f, g, h, i in Q1: What brand did you last buy?The questions above will be asked of EACH of the following pre-identified product and servicecategories: (It is possible for us to add products which your sponsor would be interested in)STAPLE AND FRESH FOODSLive chicken Fresh fishDressed chicken RiceFresh/Table eggs Fresh meatFresh vegetables Fresh fruitsPROCESSED AND PACKED FOODCanned meat Instant spaghettiCanned corned beef SpaghettiCanned meat loaf MacaroniCanned fruits Pork and beansCanned mixed fruits like fruit cocktail Roasted chickenCanned pineapple tidbits/chunks SaucesCanned fish Spaghetti sauceCanned sardines Tomato pasteCanned tuna Tomato sauceInstant noodle TuyoCOOKING AND FOOD AIDS/CONDIMENTSCooking oil Fish sauceCatsup Sugar
Liquid seasoning VinegarSautéing ingredients Soy sauceMILK AND DAIRY PRODUCTSInfant/starter formula Ready to drink low-fat milkFollow-on formula Ready to drink sterilized milkGrowing-up milk Ready to drink chocolate milkPowdered filled milk for kids Ready to drink white milkPowdered coffee creamer Ready to drink flavored milk ice creamPowdered chocolate drink (single serve)Condensed milk Ice cream (bulk)Evaporated milk Chocolate candy (local)Ready to drink milk in tetra or can Chocolate candy (imported)REFRESHMENTS AND LIQUID/POWDERED DRINKSBeer Powdered fruit juiceBottled water in 5 gal bottles for use with Powdered tea roast and ground coffeedispenser Instant coffee or soluble powdered coffeePurified water from water filling stations Soft drinksWater in plastic bottles Tea bagsPowdered or ready to drink Canned tea drinkEnergy drink isotonics Ready to drink iced teaFruit juice in foil pack Chocolate drink in tetra or canFruit juice in cans Yogurt drinkFruit juice in tetra packLiquid fruit juice concentrateBREAD AND BREAD SPREADSPandesal MargarineLoaf bed/tasty MayonnaiseButter cheese spread Sandwich spreadCheeseHEALTHCARE PRODUCTS AND SERVICESVisit to a family doctor Medicine for stomachache/acidityVisit to a specialist doctor Vitamins from a drugstore or supermarketVisit to a dentist Vitamins from an independent dealer/sellerHeadache medicine Food supplement for diabetesCough/cold medicine
BEAUTY CARE PRODUCTSAlcohol LotionAstringent Make-upCleansing cream Talcum powderCologne WhitenerFacial washPERSONAL CARE PRODUCTS AND NEEDSDeodorant Feminine washSanitary napkin Baby oilPanty liner Bath soapShampoo Detergent soap or powderConditioner Denture care products like denture adhesive andToothpaste cleanserToothbrush Therapeutic toothpastes for sensitive teeth and gumToilet paper careBABY AND ELDERLY NEEDSBaby wipesDisposable diapers for babiesDisposable diapers for adultsFINANCIAL SERVICES AND NEEDSRotating credits (paluwagan)BorrowingHOUSEHOLD UTILITIES AND EXPENDITURESLPG Cable TV subscriptionFloor wax Prepaid cellphone loadSubscription/load on Internet Postpaid cellphone subscriptionconnection used at home Cellphone accessoriesLandline Use of electricityPhone subscription Use of waterRECREATIONAL AND ENTERTAINMENT EXPENDITURESEating out in a convenience store Going to theme parksEating out in a hotel restaurant Going to beaches for a picnic or outingEating out in jollijeeps or food vendors Going to gimmick places/outletsEating out in carinderias Going to videoke/karaoke/barsEating out in fast food restaurants Buying rubber shoes
Eating out in food courts Buying sports sandoEating out in sidewalks Buying sprots jersey shirtsEating out in fine dining restaurants Buying sports bagEating out in school/office canteens Buying sports bagOrdering food for delivery from a fast food Buying sports jacketrestaurant Buying newspaperWatching movies Buying comics or magazinesMalling Going to health and beautyGoing to coffee shops centers/salonsGoing to Internet cafes to email or to chat Going to the gym/fitness centerGoing to internet cafes for online gaming Going to a spa/massage placeGet a summary of this report when you come to the Executive Briefing on Consumer CopingBehavior Survey Results and Insights by Dr. Ned Roberto on February 20, 2013, 1:00 PM to5:00 PM at the New World Hotel. Call Salt and Light Ventures at 813-2703/32 or firstname.lastname@example.org to reserve your seat today.