Consumer Insight
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Transcript of Consumer Insight
Demographics Females, aged 28 – 35 (spill-over to both sides) SEC ABC1 Urban Educated
Psychographics Intelligent Sexy Elegant Fun loving Adventurous Ambitious Groomed Emotionally mature
Target MarketTarget Market
Editorial PillarsEditorial Pillars
Fashion & Beauty
Careers & Money
Views
Life skills
People
Lifestyle
Vital StatisticsVital Statistics
Frequency: Monthly (Dec/Jan combined)
Print Order: 25,000
Readership: 594,000
Pagination: 132 + 4
Paper: 150gsm gloss (cover), 80gsm gloss inside
Format: 275mm x 210mm
Binding: Square back
Cover price: Ksh 250
Consumer InsightTop-line findings
Qualitative StudyJune 2007
BackgroundBackground
EAM contracted Consumer Insight to conduct qualitative research on True Love, with the following objectives: Gauge perceptions of the magazine Identify key selection criteria for buying magazines Evaluate True Love along key criteria Assess readers’ expectations of True Love Seek suggestions for improvement Seek better understanding from the True Love consumer on behalf of
advertisers
Consumer Insight conducted six focus groups in Nairobi in April and May, the region’s main urban centre: Females: 25-34 in Nairobi, Kisumu, Eldoret and Mombasa, ABC1
True Love’s brand imageTrue Love’s brand image
True Love’s brand image (cont.)True Love’s brand image (cont.)
Respondents were asked to describe True Love as a person,this is what they said True Love is:
A young Kenyan woman She is in a lucrative profession and
owns a nice car She resides in a good estate and goes
out quite regularly She is outgoing, fun loving and is
considered to be a close friend to many
She is content with life
True Love Readers Leisure activitiesTrue Love Readers Leisure activities
ClubbingWatching movies (Soap Operas)Music (Gospel)ReadingVisiting friendsTravelingSwimmingSewingInternet surfing
True Love Readers: True Love Readers: What they want in magazines…
Leisure Horoscopes Gossip Humour Décor Fashion Pictorials, Adverts
Information Guidance on
relationships Careers Inspiration Real life experiences Research
I like their features on prominent women. They always get someone who you would be interested in knowing more about. The cover stories are very well chosenRegular True Love reader, Nairobi
True Love ReadersTrue Love ReadersPlaces where they read magazines
Salon At work When travelling
At home At a friend’s
In order of DECREASING frequency
At Home Salon At workWhen travelling
On chance
Occasional readers
Regular readers
True Love Readers: True Love Readers: What drives magazine purchase
Regular Readers Price
Cover model
Content/Design
Referrals
Adverts
Occasional Readers The cover page
Price
Celebrity features
Referrals
Magazine Readership CriteriaMagazine Readership Criteria
The cover is the most important. It will tell you all you need to know. First there is the person on the cover and then they usually write the inside stories on the side. They will help you judge if it is really worth buying that magazine
Regular True Love reader, Nairobi
I want something with a bit of content. It has to be worth the price I’m paying for as well
Regular True Love reader, Nairobi
Friends also make you buy a magazine on what they tell you about it
Occasional True Love reader, Nairobi
Magazine VendorsMagazine Vendors
As part of the study 20 magazine vendors wereInterviewed for their opinions of True Love.
They consider True Love as a fast-moving magazine, forthe following reasons:
Informative Affordable Cover issues on woman High awareness Quality paper General target audience
Thank You!