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AnnualConsumerResearch in 2009on the Korean LifestyleXenoOneNOTICE: Proprietary and Confidential. All content included in ...
Annual Consumer Researchon the Korean Lifestylein 2009c o n t e n t sSpecial: 2009 Annual Consumer Research               ...
Special 2009 Annual Consumer Research                                                                           Looking ba...
Special                                                                              Looking back Korean Consumers, 2009 2...
Annual Consumer Research onthe Korean Lifestyle in 2009Research OverviewResearch FrameworkRespondentsResearch ContentsMeth...
Research Framework                              Research FrameworkResearch objectives• Examine the characteristics of Kore...
Respondents                                  RespondentsDistribution by generation                                        ...
Research Contents                                Lifestyle CategoriesInterests   Personal            SocialPerspective on ...
Research Contents                          Product Usage and                          Purchasing BehaviorsProduct Categori...
Methodology                         HEART, Lifestyle AnalysisLifestyle Analysis• “Lifestyle” items measured with a 5-point...
How to Read the Report                     Analysis per SubjectSummary: Each Subject                                      ...
How to Read the Report                                       Analysis per Subject           Overall Analysis              ...
How to Read the Report                        Analysis per SubjectBehavior Analysis                                       ...
How to Read the Report                               Analysis of Generation           Summary: Generations                ...
How to Read the Report                               Analysis of Generation   Comparative Analysis on Generation          ...
Annual Consumer Research(ACR) on the Korean Lifestyle in 2009Annual Consumer Research (ACR) on Korean Lifestyle in 2009 is...
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Annual consumer research(ACR) on the korean lifestyle in 2009

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Annual Consumer Research (ACR) on Korean Lifestyle in 2009 is based on extensive consumer research, and it reveals the latest Korean consumer trends, highlighting the key findings and differences of each generation’s lifestyle, in terms of the difference of age, generation, regions, and gender. This book will be a valuable resource for establishing strong marketing and communication strategies targeted to Korean consumers.

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Annual consumer research(ACR) on the korean lifestyle in 2009

  1. 1. AnnualConsumerResearch in 2009on the Korean LifestyleXenoOneNOTICE: Proprietary and Confidential. All content included in this material, such as text, graphics, logos, tables, graphs, and images, is theproperty of XenoOne or its content suppliers and protected by international copyright laws. You agree not to copy, reproduce, duplicate,sell, resell, or exploit for any commercial purposes, any portion of this material. You may not re-use and/or extract part of the content ofthis material without XenoOne’s express consent in writing. ©2010 XenoOne Co., Ltd. ©All Rights Reserved. Annual Consumer Research on the Korean Lifestyle in 2009
  2. 2. Annual Consumer Researchon the Korean Lifestylein 2009c o n t e n t sSpecial: 2009 Annual Consumer Research 003Overview: Research on the Korean Consumers Lifestyles 012 Research Framework | Respondents | Research Contents | 013 Methodology | ResultsExecutive Summary: Lifestyles of Korean Consumers, 2009 023 Overall Summary | by Subject | by Generation 024Analysis per Subject 044 Interests Interests | Social 045 Perspective on Value Value TOP10 | Value Photo | Personal Value | Society | Family | 053 Retirement | International | Relations | Education | Occupation | Corporate Social Responsibility | Environment Lifestyle Lifestyle TOP10 | Lifestyle Photo | Health | Diet | Housing | 087 Fashion & Beauty | Finance & Investment | Shopping | Brand | Advertising | Hobby & Interest | Media & InformationAnalysis per Generation 131 Generation 13 to 18 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 132 Generation 19 to 24 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 176 Generation 25 to 29 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 225 Generation 30 to 39 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 274 Generation 40 to 49 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 323 Generation 50 to 59 Summary | In-depth Analysis | Comparative Analysis by Age & Gender 373 Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 002
  3. 3. Special 2009 Annual Consumer Research Looking back Korean Consumers, 2009 By Haeyeon Lee / Cheil Worldwide Communication Sciences Institute, haeyeon22.lee@cheil.com The beginning of the year was not bright. People were relating to child raising methods, amount of private concerned about the recession that started in spending for individual items, leisure time, overseas 2008, and the death of two ex-presidents gave people travel experience, debt status, influence of debt on a sense of deep loss. Plus, the new flu pandemic made spending, and job loss experience. Second, in the people often check their body temperature and wash purchase behavior section, newly added questions are their hands even in places where there was no water. asked relating to the use of netbooks, DSLR cameras, Then, what were the lifestyles of Koreans this year of air purifiers, water purifiers, water softeners, bidets, 2009? and garbage disposals. Based on the 2009 ACR survey, a two volume set of reports were released. This article introduces theFigure 1. ACR Research Contents volume titled “Research on the 2009 Lifestyle of Korean Lifestyle Purchase Behavior Consumers”. This report consists of Koreans’ interests, Interests, values, perspective on society, perspective on family, Groceries, confectionary, drinks, coffee, alcohols, dining out, values, and lifestyles which are examined by sector, perspective on retirement, perspectives on international clothes, shoes, cosmetics, bath products, malls, leisure, relations, perspective on education , perspective on apartment, cars, transportation train, finance, medicine, “Analysis per Subject”, and also presents occupation, perspective on corporate social responsibility, education, appliances, wellbeing appliances, personal perspective on environment, health, diet, housing, fashion & appliances, computer, communication service characteristics of lifestyles by age levels from 10 to 50 beauty, finance & investment, shopping, brand, ad, hobby & interest , media & information, and years old, “Analysis per Generation”. In particular, this favorite entertainers year’s report includes a comparative analysis on gender Media Contact Heart Media contact status by day/channel/time Ad Incite image data bank helps to in the “Analysis per Subject” and the “Analysis per contact status by media and ad attitude Outdoor ad implement Brand Concept or Brand and PR ad contact status New media (internet, mobile, and Generation”. This helps to utilize the data of the target Image into actual images by target. IPTV) using rate and ad attitude lifestyle immediately in relation to age and gender. Now, let’s take a close look at the major characteristics of Korean consumers’ lifestyles and the characteristics of the generations. The world changes quickly. People’s lifestyles and values continue to change as the products they use often come and go. Cheil Worldwide has annually In 2009, Korea managed well even in conducted a consumer research to keep informed about the bad economy the ever changing lifestyles of consumers. The annual consumer research (ACR) consists of Lifestyle, Purchase Korea went through many difficulties in 2009: the behavior, Media contact, and Heart or taking a picture ongoing recession, a new flu pandemic, and the death survey (see Figure 1). In the ACR, Koreans’ values and of leaders. Looking at the priority of interests given by purchase behaviors are broadly examined from the individuals in our survey begins to show a change due survey of 3,500 people who live in five large cities in to the events happening domestically as well as the nation. abroad. First, the unemployment/employment crisis ACR’s annual research contents vary little by little topped 46% in the priority of interests in the social because people’s lifestyles and values continue to issues (see Figure 2). Job sharing and youth internships change. In 2009 the ACR survey was enhanced with were introduced to lower the youth unemployment rate more questions on lifestyles and new products and it which reflects the serious unemployment due to the provides better results directly related to the recession. In addition to these, people had high interest information given by the respondents. First, in the in price increases, overcoming the recession, and the lifestyle section, newly added questions are asked real estate problem. Educational issues also Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 003
  4. 4. Special Looking back Korean Consumers, 2009 2009 Annual Consumer Research 1 Unemployment, job problem 46% 1 Health, wellbeing 45% 2 Cost of living, price increases 36% 2 Home, family 34% 3 Education 34% 3 Old age issues 29% 4 Overcoming recession, reviving economy 31% 4 Childrens education 24% 5 Housing, land, real estate 22% 5 Economy, investment 23% 6 Politics 22% 6 Friends, relationships 20% 7 Labor, wages 20% 7 Jobs, re-employment, changing jobs 17% 8 Tax, tax system 13% 8 Work, deal, business 16% 9 Crime, public security 13% 9 Study, self-development 16% 10 Economic index change: stock, exchange rate, interest rate 12% 10 Fitness, diet 15% 11 Social welfare, social contribution 9% 11 Fashion 14% 12 Pollution, environmental issues 9% 12 Hobbies, leisure activities 12% 13 South & North issues: reunification 7% 13 Relationships, marriage 10% 14 Consumer protection 6% 14 Housing environment (moving, remodeling) 8% Figure 2. Priority of interests in social issues Figure 3. Priority of personal interests continuously rank high. Meanwhile, personal interests success is more important than social status. In a merit show that a recession makes interest in the family oriented society the trend that emphasizes education is increase as the conventional wisdom says (see Figure increasing since people do not want to fall behind other 3). People also showed increased interest in health and competition even with private tutoring. People think wellbeing, family, and child education, while they that our society’s educational zeal is a serious fault, but showed little interest in the personal appearance, at the same time they still think that a good education fashion, and hobby sectors. is essential for success. The changed lifestyles of Korean consumers in Greater expectation and awareness in social response to various crises are narrowed down into six responsibility from government and corporations categories: materialism, emphasis on education, continue to increase. People expect governments and emphasis on social responsibility, emphasis on corporations to play an active role in bridging the substance, independence oriented, and safety oriented income gap between classes and protecting the (see Figure 4). Materialistic values became more environment. Meanwhile, those surveyed showed a important due to high prices and the severe passive attitude toward changing society by their own employment crisis. Examining the survey results, we personal involvement. They showed a more frugal can see that money is important in life and materialistic attitude through job activities and consumption. They usually buy more practical products than fashion, actively using their coupons and mileage credits. InFigure 4. Promotion examples for CMA new product launch addition, they are open to changing jobs andBuilding Internal Stability in 2009 amidst Economic Crisis considering specialties in careers rather than a lifetime“Korea, a Nation of Domestic Stability amidChallenges from Abroad” commitment to a single company. In family life, parents and children want to be more Materialism Security Reality is harsh, and focus is on Seeking safer investments, safer independent in their relationships. Old parents do not money Salary is the measure of food, safer life. ones competence want to be dependent, but rather they want to pursue a new job or experience independently. In addition, a Emphasis on education Financial Independence safety oriented lifestyle was more conspicuous in this Education is what earns trust and Double income households competence in Korean society. became more common. survey than in any other year. Concerns over food Private tutoring and education Financial independence from their started early at a young age are considered essential children becomes important after retiring. safety led to a high interest in organic premium food and people preferred home cooking to dining out. As for investment, safety is more important than profitability Emphasis on Pragmatism social responsibility Attend to “smart consumption” in investment (see Figure 5). Realization of a significant using coupons and mileage poverty gap made people bitter programs. Realize the importance whilst demand more welfare of becoming an “expert” at work. benefits and corporate social responsibility programs. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 004
  5. 5. Annual Consumer Research onthe Korean Lifestyle in 2009Research OverviewResearch FrameworkRespondentsResearch ContentsMethodologyHow to Read the Report Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
  6. 6. Research Framework Research FrameworkResearch objectives• Examine the characteristics of Korean consumers, ages 13-59 to enhance future marketing strategies• Identify values and lifestyles of Korean consumers by generations and regions• Investigate purchase behaviors and media usage behaviors to develop marketing and communication strategiesResearch target• Male & female, ages from 13 to 59Research areas• Five major cities in Korea (Seoul, Busan, Daegu, Gwangju and Daejeon)Number of samples• Total 3,500 peopleData collection method• Face-to-face interview, Self-Completion diary (picture-taking requested)Random sampling method• Quota sampling based on gender, age, region, and occupation of the total populationResearch Contents• Demographics• Values and lifestyles• Product purchase and usage behaviors• Media consumption (TV, Radio, Newspaper, Magazine, Internet, etc.) Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 013
  7. 7. Respondents RespondentsDistribution by generation 763 842 people people 620 people 428 425 422 people people people 13-18 19-24 25-29 30-39 40-49 50-59• Quota sampling based on gender, age, region, and occupation of the total population• Populations gender and age data based on the 2009 data from KOSTAT (i.e., a central government office for statistics in Korea)• Populations occupational data from the 2008 annual population report on “economically active” peopleDistribution by region Seoul 1,200 people Daegu 600 people Daejeon 550 people Busan Gwangju 600 people 550 people Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 014
  8. 8. Research Contents Lifestyle CategoriesInterests Personal SocialPerspective on ValuePersonal Values Society Family Retirement International Relations Education Occupation Corporate Social Environment ResponsibilityLifestyle Health Diet Housing Fashion & Beauty Economy & Investment Shopping Brand Advertising Hobby & Interest Media & Information Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 015
  9. 9. Research Contents Product Usage and Purchasing BehaviorsProduct Categories Groceries Bakery Beverage Coffee Alcoholic Beverage Dining Out Clothes Shoes Cosmetics Toiletry Shopping Malls LeisureApartment Automobile Transportation & Rail Finance Pharmaceutical EducationConsumer Well-being Personal Computer Communication CorporationElectronics Electronics Electronics Service Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 016
  10. 10. Methodology HEART, Lifestyle AnalysisLifestyle Analysis• “Lifestyle” items measured with a 5-point scale.• 5 point scale 1=Absolutely disagree, 2=Disagree, 3=Not certain/Neutral, 4=Agree, 5= Absolutely agree• Analysis were performed by comparing each groups rate of positive responses (i.e., 4 & 5 from the 5-point scale)Analyzing Differences by examining positive response rates.• Analysis of the groups statistical value difference is needed to identify differences by groups• Lifestyle analysis clearly identifies differences by groups by studying the difference in the percentage of positive responses“HEART” Analysis• “HEART" is Cheil Worldwides proprietary database on images reflecting target audiences perceived brand concepts and brand images.• It is a new observation research method that allows examining consumers from their own perspectives.• It also supports marketers to establish creative ideas for ATL and BTL planningResearch Methodology• Digital camera used to transmit images after taking pictures• Photo Essay included to explain the photos• HEART is a new research methodology that entails observing consumers from the first persons viewpoint Respondents used a digital camera to take pictures and submit them with a title, keywords, and a description in the form of a Photo Essay. Submitted images accumulates to the “HEART” database. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 017
  11. 11. How to Read the Report Analysis per SubjectSummary: Each Subject Summary of lifestyles by 19 subtopics concerning interests, perspective on value, and other elements of life Photo Essay Respondent-submitted pictures and descriptions used to make Photo Essays providing respondents perceptions on each subtopic. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 018
  12. 12. How to Read the Report Analysis per Subject Overall Analysis Items that show significantly higher rates of “positive responses (i.e., Absolutely agree & Agree combined)” from the 5-point scales are presented. Analysis on GenderPresenting items that show 4% (or higher)differences across gender. Presenting top 10 items by gender for highest positive response rates. Items with less than 50% positive rates are marked gray. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 019
  13. 13. How to Read the Report Analysis per SubjectBehavior Analysis Showing frequencies (%) on Presenting items on “behavioral behavioral items by questions” in the order of positive generations and gender. response rates by generations and gender. Comparing frequencies (%) on behavioral items by generations and gender. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 020
  14. 14. How to Read the Report Analysis of Generation Summary: Generations Summary of lifestyles by generation - Interests, perspective on value and other aspects of life - Detailed secondary summary by generation presented in 19 subtopics before the comparative analysis on each generation Photo EssayGeneration 13-18 Generation 19-24 Generation 25-29Generation 30-39 Generation 40-49 Generation 50-59 Photo Essay includes the images that represent each generation�s perception on each topic. - Pictures taken and described by respondents symbolizes the generations characteristics. Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 021
  15. 15. How to Read the Report Analysis of Generation Comparative Analysis on Generation Items that show significant variance in comparison to other generations in positive response rates (i.e., Absolutely agree & Agree combined). Comparative Analysis on Generation and GenderTop 10 items with the highest positive response rate.Items with less than 50% positive rates are marked gray. Items with 4% or higher in variance by gender Annual Consumer Research on the Korean Lifestyle in 2009 Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved. 022
  16. 16. Annual Consumer Research(ACR) on the Korean Lifestyle in 2009Annual Consumer Research (ACR) on Korean Lifestyle in 2009 is based on extensive consumerresearch, and it reveals the latest Korean consumer trends, highlighting the key findings anddifferences of each generation’s lifestyle, in terms of the difference of age, generation, regions,and gender. This book will be a valuable resource for establishing strong marketing andcommunication strategies targeted to Korean consumers.We believe this book will be useful for corporate executives and brand managers at multinationalcompanies, global advertising agencies, and marketing professionals who are interested in theSouth Korean market. In particular, readers who are currently doing business in South Korea orwho have an intention of introducing new products or advertising campaigns in South Korea andare seeking consumer insights and industry facts & forecasts will gain immediate value from thispublication.Table of Contents1. Special: 2009 Annual Consumer Research2. Overview: Research on the Korean Consumers Lifestyles- Research Framework/ Respondents/ Research Contents/ Methodology/ Results3. Executive Summary: Lifestyles of Korean Consumers, 2009- Overall Summary/ by Subject/ by Generation4. Analysis per Subject- Interests: Interests/ Social- Perspective on Value: Value TOP10/ Value Photo/ Personal Value/ Society/ Family/ Retirement/International/ Relations/ Education/ Occupation/ Corporate Social Responsibility/ Environment- Lifestyle: Lifestyle TOP10/ Lifestyle Photo/ Health/ Diet/ Housing/ Fashion & Beauty/ Finance &Investment/ Shopping/ Brand/ Advertising/ Hobby & Interest/ Media & Information5. Analysis per Generation- Generation 13 to 18: Summary/ In-depth Analysis/ Comparative Analysis by Age & Gender- Generation 19 to 24: Summary/ In-depth Analysis/ Comparative Analysis by Age & Gender- Generation 25 to 29: Summary/ In-depth Analysis/ Comparative Analysis by Age & Gender- Generation 30 to 39: Summary/ In-depth Analysis/ Comparative Analysis by Age & Gender- Generation 40 to 49: Summary/ In-depth Analysis/ Comparative Analysis by Age & Gender-Generation 50 to 59: Summary/ In-depth Analysis/ Comparative Analysis by Age & GenderTo obtain the complete report, please visit our publishers.MarketResearch.comURL: http://www.marketresearch.com/product/display.asp?productid=2834431Research and MarketsURL: http://www.researchandmarkets.com/reports/1326919/ReportLinkerURL: http://www.reportlinker.com/p0357088

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