Annual consumer research(ACR) on the korean lifestyle in 2009
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Transcript of Annual consumer research(ACR) on the korean lifestyle in 2009
Annual Consumer Research on the Korean Lifestyle in 2009
XenoOne
Annual Consumer Researchon the Korean Lifestyle in 2009
NOTICE: Proprietary and Confidential. All content included in this material, such as text, graphics, logos, tables, graphs, and images, is the property 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 of this material without XenoOne’s express consent in writing. ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
Annual Consumer Research on the Korean Lifestyle in 2009 002Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
Special: 2009 Annual Consumer Research 003
Overview: Research on the Korean Consumers' Lifestyles 012● Research Framework | Respondents | Research Contents | 013 Methodology | Results
Executive Summary: Lifestyles of Korean Consumers, 2009 023● Overall Summary | by Subject | by Generation 024
Analysis 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 & Information
Analysis 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
c o n t e n t s
Annual Consumer Research on the Korean Lifestyle in 2009
Annual Consumer Research on the Korean Lifestyle in 2009 003Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
The beginning of the year was not bright. People were
concerned about the recession that started in
2008, and the death of two ex-presidents gave people
a sense of deep loss. Plus, the new flu pandemic made
people often check their body temperature and wash
their hands even in places where there was no water.
Then, what were the lifestyles of Koreans this year of
2009?
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
conducted a consumer research to keep informed about
the ever changing lifestyles of consumers. The annual
consumer research (ACR) consists of Lifestyle, Purchase
behavior, Media contact, and Heart or taking a picture
survey (see Figure 1). In the ACR, Koreans’ values and
purchase behaviors are broadly examined from the
survey of 3,500 people who live in five large cities in
the nation.
ACR’s annual research contents vary little by little
because people’s lifestyles and values continue to
change. In 2009 the ACR survey was enhanced with
more questions on lifestyles and new products and it
provides better results directly related to the
information given by the respondents. First, in the
lifestyle section, newly added questions are asked
relating to child raising methods, amount of private
spending for individual items, leisure time, overseas
travel experience, debt status, influence of debt on
spending, and job loss experience. Second, in the
purchase behavior section, newly added questions are
asked relating to the use of netbooks, DSLR cameras,
air purifiers, water purifiers, water softeners, bidets,
and garbage disposals.
Based on the 2009 ACR survey, a two volume set of
reports were released. This article introduces the
volume titled “Research on the 2009 Lifestyle of Korean
Consumers”. This report consists of Koreans’ interests,
values, and lifestyles which are examined by sector,
“ A n a l y s i s p e r S u b j e c t ” , a n d a l s o p r e s e n t s
characteristics of lifestyles by age levels from 10 to 50
years old, “Analysis per Generation”. In particular, this
year’s report includes a comparative analysis on gender
in the “Analysis per Subject” and the “Analysis per
Generation”. This helps to utilize the data of the target
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.
In 2009, Korea managed well even in the bad economy
Korea went through many difficulties in 2009: the
ongoing recession, a new flu pandemic, and the death
of leaders. Looking at the priority of interests given by
individuals in our survey begins to show a change due
to the events happening domestically as well as
abroad. First, the unemployment/employment crisis
topped 46% in the priority of interests in the social
issues (see Figure 2). Job sharing and youth internships
were introduced to lower the youth unemployment rate
which reflects the serious unemployment due to the
recession. In addition to these, people had high interest
in price increases, overcoming the recession, and the
real estate problem. Educational issues also
Special 2009 Annual Consumer Research
Looking back Korean Consumers, 2009By Haeyeon Lee / Cheil Worldwide Communication Sciences Institute, [email protected]
LifestyleInterests, values, perspective on society, perspective on family, perspective on retirement, perspectives on international relations, perspective on education , perspective on occupation, perspective on corporate social responsibility, perspective on environment, health, diet, housing, fashion & beauty, finance & investment, shopping, brand, ad, hobby & interest , media & information, and favorite entertainersfavorite entertainers
Media ContactMedia contact status by day/channel/time Ad contact status by media and ad attitude Outdoor ad and PR ad contact status New media (internet, mobile, and IPTV) using rate and ad attitude
Purchase BehaviorGroceries, confectionary, drinks, coffee, alcohols, dining out, clothes, shoes, cosmetics, bath products, malls, leisure, apartment, cars, transportation train, finance, medicine, education, appliances, wellbeing appliances, personal
appliances, computer, communication service
Figure 1. ACR Research Contents
HeartInci te image data bank helps to implement Brand Concept or Brand
Image into actual images by target.
perspective on environment, health, diet, housing, fashion & beauty, finance & investment, shopping, brand, ad, hobby & interest , media & information, and
Media contact status by day/channel/time Ad contact status by media and ad attitude Outdoor ad and PR ad contact status New media (internet, mobile, and
appliances, computer, communication service
Annual Consumer Research on the Korean Lifestyle in 2009 004Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
continuously rank high. Meanwhile, personal interests
show that a recession makes interest in the family
increase as the conventional wisdom says (see Figure
3). People also showed increased interest in health and
wellbeing, family, and child education, while they
showed little interest in the personal appearance,
fashion, and hobby sectors.
The changed lifestyles of Korean consumers in
response to various crises are narrowed down into six
categories: materialism, emphasis on education,
emphasis on social responsibility, emphasis on
substance, independence oriented, and safety oriented
(see Figure 4). Materialistic values became more
important due to high pr ices and the severe
employment crisis. Examining the survey results, we
can see that money is important in life and materialistic
success is more important than social status. In a merit
oriented society the trend that emphasizes education is
increasing since people do not want to fall behind other
competition even with private tutoring. People think
that our society’s educational zeal is a serious fault, but
at the same time they still think that a good education
is essential for success.
Greater expectation and awareness in social
responsibility from government and corporations
continue to increase. People expect governments and
corporations to play an active role in bridging the
income gap between classes and protecting the
environment. Meanwhile, those surveyed showed a
passive attitude toward changing society by their own
personal involvement. They showed a more frugal
attitude through job activities and consumption. They
usually buy more practical products than fashion,
actively using their coupons and mileage credits. In
addition, they are open to changing jobs and
considering specialties in careers rather than a lifetime
commitment to a single company.
In family life, parents and children want to be more
independent in their relationships. Old parents do not
want to be dependent, but rather they want to pursue a
new job or experience independently. In addition, a
safety oriented lifestyle was more conspicuous in this
survey than in any other year. Concerns over food
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
in investment (see Figure 5).
Looking back Korean Consumers, 2009
Building Internal Stability in 2009 amidst Economic Crisis
“Korea, a Nation of Domestic Stability amid Challenges from Abroad”
MaterialismReality is harsh, and focus is on money Salary is the measure of one's competence
SecuritySeeking safer investments, safer food, safer life.
Financial IndependenceDouble income households became more common.Financial independence from their children becomes important after retiring.
PragmatismAttend to “smart consumption” using coupons and mileage programs. Realize the importance of becoming an “expert” at work.
Emphasis on social responsibilityRealization of a significant poverty gap made people bitter whilst demand more welfare benefits and corporate social responsibility programs.
Emphasis on educationEducation is what earns trust and competence in Korean society. Private tutoring and education started early at a young age are considered essential
Figure 4. Promotion examples for CMA new product launch
1 Unemployment, job problem 46%
2 Cost of living, price increases 36%
3 Education 34%
4 Overcoming recession, reviving economy 31%
5 Housing, land, real estate 22%
6 Politics 22%
7 Labor, wages 20%
8 Tax, tax system 13%
9 Crime, public security 13%
10 Economic index change: stock, exchange rate, interest rate 12%
11 Social welfare, social contribution 9%
12 Pollution, environmental issues 9%
13 South & North issues: reunification 7%
14 Consumer protection 6%
13 South & North issues: reunification 7%
11 Social welfare, social contribution 9%
9 Crime, public security 13%
7 Labor, wages 20%
5 Housing, land, real estate 22%
3 Education 34%
1 Unemployment, job problem 46% 1 Health, wellbeing 45%
2 Home, family 34%
3 Old age issues 29%
4 Children's education 24%
5 Economy, investment 23%
6 Friends, relationships 20%
7 Jobs, re-employment, changing jobs 17%
8 Work, deal, business 16%
9 Study, self-development 16%
10 Fitness, diet 15%
11 Fashion 14%
12 Hobbies, leisure activities 12%
13 Relationships, marriage 10%
14 Housing environment (moving, remodeling) 8%
13 Relationships, marriage 10%
11 Fashion 14%
9 Study, self-development 16%
7 Jobs, re-employment, changing jobs 17%
5 Economy, investment 23%
3 Old age issues 29%
1 Health, wellbeing 45%
Figure 2. Priority of interests in social issues Figure 3. Priority of personal interests
Special 2009 Annual Consumer Research
Research Overview● Research Framework● Respondents● Research Contents● Methodology● How to Read the Report
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.
Annual Consumer Research on the Korean Lifestyle in 2009 013Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
Research FrameworkResearch Framework▶
Research 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 strategies
Research target• Male & female, ages from 13 to 59
Research areas• Five major cities in Korea (Seoul, Busan, Daegu, Gwangju and Daejeon)
Number of samples• Total 3,500 people
Data 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 population
Research 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 014Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
RespondentsRespondents▶
Distribution by generation
• Quota sampling based on gender, age, region, and occupation of the total population
• Population's gender and age data based on the 2009 data from KOSTAT (i.e., a central
government office for statistics in Korea)
• Population's occupational data from the 2008 annual population report on “economically
active” people
13-18 19-24 25-29 30-39 40-49 50-59
428people
425people
422people
763people
842people 620
people
Distribution by region
Seoul1,200 people
Daejeon550 people
Daegu600 people
Busan600 peopleGwangju
550 people
Annual Consumer Research on the Korean Lifestyle in 2009 015Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
Research ContentsLifestyle Categories▶
Personal
Personal Values
Education
Diet Housing Fashion & Beauty Economy & InvestmentHealth
Shopping Brand Advertising Hobby & Interest Media & Information
Occupation EnvironmentCorporate Social Responsibility
Society Family Retirement International Relations
Social
Interests
Perspective on Value
Lifestyle
Annual Consumer Research on the Korean Lifestyle in 2009 016Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
Research ContentsProduct Usage and Purchasing Behaviors
▶
Bakery Beverage Alcoholic Beverage Dining OutCoffeeGroceries
Clothes
ConsumerElectronics
Apartment
Well-being Electronics
Personal Electronics
Computer Communication Service
Corporation
Automobile Finance Pharmaceutical EducationTransportation & Rail
Shoes Cosmetics Toiletry Shopping Malls Leisure
Product Categories
Annual Consumer Research on the Korean Lifestyle in 2009 017Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
MethodologyHEART, Lifestyle Analysis▶
Lifestyle 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 group's 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 Worldwide's proprietary database on images reflecting target audience's 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 planning
Research 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 person's 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 018Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
How to Read the ReportAnalysis per Subject▶
Summary: Each Subject
Photo Essay
Summary of lifestyles by 19 subtopics concerning interests, perspective on value, and other elements of life
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 019Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
How to Read the ReportAnalysis per Subject▶
Overall Analysis
Analysis on Gender
Items that show significantly higher rates of “positive responses (i.e., Absolutely agree & Agree combined)” from the 5-point scales are presented.
Presenting 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 020Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
How to Read the ReportAnalysis per Subject▶
Behavior Analysis
Presenting items on “behavioral questions” in the order of positive response rates by generations and gender.
Showing frequencies (%) on behavioral items by generations and gender.
Comparing frequencies (%) on behavioral items by generations and gender.
Annual Consumer Research on the Korean Lifestyle in 2009 021Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
How to Read the ReportAnalysis of Generation▶
Summary: Generations
Photo Essay
Summary of lifestyles by generation- Interests, perspective on value and other aspects of life- Detailed secondary summary by generation presented in 19subtopics before the comparative analysis on each generation
Photo Essay includes the images that represent eachgeneration�s perception on each topic.- Pictures taken and described by respondents symbolizes the generation's characteristics.
Generation 13-18 Generation 19-24 Generation 25-29
Generation 50-59Generation 40-49Generation 30-39
Annual Consumer Research on the Korean Lifestyle in 2009 022Annual Consumer Research on the Korean Lifestyle in 2009 ©2010 XenoOne Co., Ltd. ©All Rights Reserved.
How to Read the ReportAnalysis of Generation▶
Comparative Analysis on Generation
Comparative Analysis onGeneration and Gender
Top 10 items with the highest positive response rate.Items with less than 50% positive rates are marked gray.
Items that show significant variance in comparison to othergenerations in positive response rates (i.e., Absolutelyagree & Agree combined).
Items with 4% or higher in variance by gender
Annual Consumer Research(ACR) on the Korean Lifestyle in 2009Annual 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.
We believe this book will be useful for corporate executives and brand managers at multinational companies, global advertising agencies, and marketing professionals who are interested in the South Korean market. In particular, readers who are currently doing business in South Korea or who have an intention of introducing new products or advertising campaigns in South Korea and are seeking consumer insights and industry facts & forecasts will gain immediate value from this publication.
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 & Gender
To 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