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Euromonitor Strategy Briefings
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Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
Downsizing globally: The impact of changing household structure on global consumer markets
Euromonitor Strategy Briefings, April 2013
This paper analyses trends in households across the world - from number of occupants to marital status and income levels - and how this has changed consumer habits.
This paper analyses trends in households across the world - from number of occupants to marital status and income levels - and how this has changed consumer habits. Among the major findings highlighted are that there are 1.92bn households in 2012, an increase of 9% since 2007. 14.9% of these households are now single, which 16.5% are couples without children. New household formation exceeds population growth in most countries and are comprised of much smaller household units. Factors leading to smaller households are longer life expectancies and lower birth rates, increased urbanisation, rising divorce rates, increase in working women, more liberal attitudes and the rising wealth of emerging market middle classes. Smaller households lead to increased average spend per person, although price as a purchasing criterion is most important for those living with children or alone. Other trends covered are household shopping and eating habits, attitudes towards health. This report also suggests opportunities for marketers.
Aging: Moving beyond youth culture
Havas Worldwide, Prosumer Report, Vol. 14, 2012
Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity.
Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity. Key insights include the observation that, rather than shying away from growing old, more people are embracing their later years and the unique satisfactions they bring. Concerns related to aging no longer centre on physical beauty but instead focus on loss of autonomy. Consumption gaps are shrinking as people in older age segments continue to adopt and enjoy new technologies, products and entertainment options. How one ages - and even the manner in which one dies - is increasingly perceived as controllable rather than predetermined. This means people are feeling more pressure and responsibility for a satisfactory outcome.
China's social youth
Jay Caplan, Admap, China supplement, March 2012, pp. 16-18
Even local Chinese marketers assume there are vast cultural differences between top tier and lower tier youth but in many ways the two groups are growing much closer together.
Even local Chinese marketers assume there are vast cultural differences between top tier and lower tier youth but in many ways the two groups are growing much closer together. Social mobility is on the rise with many Chinese youth moving back and forth between city tiers for education, employment or shopping. However, top tier and lower tier youth have very different social lives and the differences in how and why they connect with people, greatly influence how they use social media.
Changing times in retail.
Debbie Teanby, Admap, May 1999
New consumer shopping patterns are developing all the time. Retail strategy needs to be guided by a deeper understanding of shopper behaviour and segmentation.
New consumer shopping patterns are developing all the time. Retail strategy needs to be guided by a deeper understanding of shopper behaviour and segmentation. One way to achieve this is the use of continuous consumer panels. Alternative segmentation system Shoppergraphics classifies shopper by how they shop rather than where they shop or what they buy. Shoppergraphic typologies and the percentage of UK households they comprise are explained in a graphic, as are typologies of retailers' main shoppers and where different opportunities and threats exist for each segment.
The demography of Europe
Hans L Zetterberg, Admap, September 1991
A wide-ranging review of population trends across Europe, in the context of the world as a whole. Alternative definitions of `Europe' and its peoples are considered.
A wide-ranging review of population trends across Europe, in the context of the world as a whole. Alternative definitions of `Europe' and its peoples are considered. Varying growth rates, mortality, births and age profiles are looked at, and the impact on these of the gradual transformation to market, urban economies in most parts of the world. Two big issues discussed are inward migration, a pressure which is exacerbated by differences in wealth and fertility between countries within and outside Europe, and the problems of ethnic minorities (needing protection) and perceptions of nationality.
Classifying people: The European dimension
Richard Piper and Janet Mead, Admap, December 1990
Describes the Eurostyle classification system, which has been developed by the French company CCA in conjunction with Europanel.
Describes the Eurostyle classification system, which has been developed by the French company CCA in conjunction with Europanel. It identifies an underlying core of values and attitudes that transcend European national and political boundaries; shared values that can be mapped. After describing the Europanel database, the study identifies three main social currents, shows where to find different European lifestyles which emerge mathematically from the analysis, and identifies six typical `mentalities'. Some practical conclusions are drawn. Paper given at the Admap seminar: 'Classifying People 1990' (October 1990).
Harmonisation of demographics in the new Europe
Bryan A Bates, Admap, July 1990
For ten years, ESOMAR working parties have been trying to reconcile national demographic classifications with the need for common data across the EC.
For ten years, ESOMAR working parties have been trying to reconcile national demographic classifications with the need for common data across the EC. This paper describes the solutions which have evolved and been tried out in Spain and other countries. It is now possible for classification data to be collected and analysed according to local norms, adjusted to other countries' practices, and in future used as the basis for a common European standard. This project now deserves the commitment of research agencies and major research users, as well as the EC itself. The approach may be exportable elsewhere in the world where similar problems are being faced. Given at an Admap seminar on European harmonisation of research, May 1990.
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