Download - China\'s Men\'s Grooming Market - Extract
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Men’s GroomingMen’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 2
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 3
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 4
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 5
Consumer ProfileConsumer 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%
Page 6
Consumer Profile
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%
Page 7
Consumer Profile
Monthly Income Of Consumer Who has taken up an occupation
Total Beijing Shanghai StudentNon-
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%
Page 8
Consumer Profile
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
Page 9
Consumer Profile
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%
Page 10
Consumer Profile
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%
Page 11
Opinion on men’s grooming product
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%
Page 12
Opinion on men’s grooming product
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%
Page 13
Opinion on men’s grooming product
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
Page 14
Opinion on men’s grooming product
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%
Page 15
Opinion on men’s grooming product
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%
Page 16
Opinion on men’s grooming product
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% -
Page 17
Opinion on men’s grooming product
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% -
Page 18
Life StyleSports 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% -
Page 19
Life StyleConsumer’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%
Page 20
Life StyleConsumer’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%
Page 21
PersonalityStatements 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%Page 22
PersonalityStatements 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%
Page 23
PersonalityStatements 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%
Page 24
PersonalityStatements 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%
Page 25
PersonalityStatements 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%
Page 26
PersonalityStatements 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%
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Multiple Correspondence Analysis- Perceptual Map -
Page 28
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 29
Monthly income (non-student)
Disposable income (student)
.8
.8.6.4.20.0-.2-.4-.6-.8
.6
.4
.2
0.0
-.2
-.4
48
47
46
45
44
43
42
41
40 3938
37 36
35
34
33
32
31
30
29 28
27
26
25
24
23
22
21
20
19
18
17
1615
14
13
12
11
10
09
08
0706
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
features
owned by
consumers
with different
income level.
( income level
sorted by non-
student and
student).
Personality Statements
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
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