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Consumer Reward Preferences

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SURVEY TO DETERMINE REWARD PREFERENCE OF CONSUMERS WHEN MAKING PURCHASES
May 2011
TLC Marketing Russia

Published in: Business, Technology
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Consumer Reward Preferences

  1. 1. Consumer Reward Preferences SURVEY TO DETERMINE REWARD PREFERENCE OF CONSUMERS WHEN MAKING PURCHASES May 2011 TLC Marketing Russia
  2. 2. Introduction <ul><li>During the period from 23 to 27 May we conducted a survey to determine the reward preference of consumers when making various purchases. </li></ul><ul><li>We polled 80 respondents (50% women, 50% men) between the ages of 18 - 45. </li></ul><ul><li>The cities included in the survey: Moscow, St. Petersburg, Novosibirsk, Yekaterinburg and Nizhny Novgorod. </li></ul><ul><li>We asked respondents which incentives they prefer when making low, medium and high value purchases. </li></ul><ul><li>The incentives were represented as a 10% cash discount, merchandise, a prize drawing and a guaranteed lifestyle or leisure reward (i.e. cinema tickets, spa treatment, bowling, travel, etc). </li></ul>
  3. 4. Survey When asked if they would prefer a merchandise or lifestyle reward when making any purchase, respondents chose a lifestyle reward 2-1.
  4. 5. Situation: Survey <ul><li>When making a 300 Rub purchase, most respondents prefer a 10% discount versus lifestyle reward or merchandise – with all incentives of equal value. </li></ul><ul><li>Life-style reward equal to 30 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>Merchandise equal to 30 Rub </li></ul>
  5. 6. Survey <ul><li>When making a 300 Rub purchase, most respondents prefer a lifestyle reward equal to 300 Rub versus a 10% cash discount or merchandise equal to 300 Rub. </li></ul><ul><li>Life-style reward equal to 300 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>Merchandise equal to 300 Rub </li></ul>
  6. 7. Survey <ul><li>When making a 300 Rub purchase, most respondents prefer a lifestyle reward equal to 1,000 Rub versus a 10% cash discount or chance to win a prize valued at 30,000 Rub. </li></ul><ul><li>Life-style reward equal to 1,000 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>A chance to win a prize valued at 30,000 Rub </li></ul>
  7. 8. Survey <ul><li>When making a 3,000 Rub purchase, most respondents prefer a lifestyle reward equal to 600 Rub versus a 10% cash discount or merchandise equal to 600 Rub. </li></ul><ul><li>Life-style reward equal to 600 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>Merchandise equal to 600 Rub </li></ul>
  8. 9. Survey <ul><li>When making a 3,000 Rub purchase, most respondents prefer a lifestyle reward equal to 1,000 Rub versus a 10% cash discount or merchandise equal to 600 Rub. </li></ul><ul><li>Life-style reward equal to 1,0 00 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>Merchandise equal to 600 Rub </li></ul>
  9. 10. Survey <ul><li>When making a 3,000 Rub purchase and given the choice between a lifestyle reward equal to 1,000 Rub, a 10% cash discount or a chance to win a 30,000 Rub prize, 62.5% of all respondents (and 85% of women) would prefer the lifestyle reward. </li></ul><ul><li>Leisure or life-style reward equal to 1,000 Rub </li></ul><ul><li>10% cash discount </li></ul><ul><li>A chance to win a prize of 30 000 Rub </li></ul>
  10. 11. Survey <ul><li>When making a 15,000 Rub purchase, most respondents prefer a travel reward valued at 10,000 Rub or more versus a 1,500 Rub cash discount or stereo valued at 1,500 Rub. </li></ul><ul><li>Travel reward equal to 10,000 Rub or more </li></ul><ul><li>1,500 Rub cash discount </li></ul><ul><li>A stereo valued at 1 500 Rub </li></ul>
  11. 12. Survey <ul><li>When making a 15,000 Rub purchase, most respondents prefer a travel reward valued at 10,000 Rub or more versus a 10% cash discount or a chance to win a prize valued at 30 000 Rub. </li></ul><ul><li>Travel reward equal to 1,000 Rub or more </li></ul><ul><li>10% cash discount </li></ul><ul><li>A chance to win a prize valued at 30,000 Rub </li></ul>
  12. 13. Survey <ul><li>Travel, leisure and lifestyle rewards are more desirable than merchandise. </li></ul>
  13. 14. What We Learned <ul><li>Consumers (especially women) overwhelmingly prefer lifestyle rewards over discounts or merchandise. </li></ul><ul><li>When making a small value purchase, discounts are of little interest, though this preference grows when the purchase price rises. </li></ul><ul><li>Merchandise is of little interest and interest diminishes as the purchase price increases. </li></ul><ul><li>Prize drawings hold little interest among all respondents – and even less among women. </li></ul><ul><li>Leisure and lifestyle rewards are highly appealing to consumers when making relatively low value purchases. </li></ul>
  14. 15. About TLC <ul><li>Over 50 years’ experience, makes TLC the World’s most experienced and successful company in the end-to-end delivery of seamless, cost-effective incentive and reward campaigns on a national, pan-European & global basis. </li></ul><ul><li>Anything one does in their free time , we can offer as a reward . </li></ul><ul><li>Over 5,000 campaigns for 700 different brands , reaching over 400 million customers worldwide in the last decade. </li></ul><ul><li>16 offices in 13 countries. </li></ul><ul><li>Local knowledge with a global footprint </li></ul><ul><li>Single or pan-regional campaigns. </li></ul><ul><li>Our global buying power means we have unique partnerships to deliver high perceived value at a low cost. </li></ul>
  15. 16. Our Clients
  16. 17. Contact Us BOSTON | FRANKFURT | LISBON | LONDON | MADRID | MILAN | MOSCOW | NEW YORK | PARIS | ROME | SAO PAOLO | SHANGHAI | SINGAPORE | SWANSEA | SYDNEY | TORONTO TLC Marketing Russia Derbenevskaya emb ., 7, bld . 10 « Novospasskiy Dvor » Tel / Fax +7 (495) 783-73-03 Contact: Galina Savina, General Manager [email_address] www.tlcmarketing.ru

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