10. Consumer Profile Page 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%
11. Consumer Profile Page 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%
12. Opinion on men ’ s grooming product Page 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%
20. Life Style Page Consumer’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%
21. Life Style Page Consumer’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%
22. Personality Page Statements 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%
23. Personality Page Statements 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%
24. Personality Page Statements 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%
25. Personality Page Statements 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%
26. Personality Page Statements 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%
27. Personality Page Statements 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%
28. Multiple Correspondence Analysis - Perceptual Map - Page 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.
29. Multiple Correspondence Analysis - Perceptual Map - Page Personality features owned by consumers with different income level.( income level sorted by non-student and student). Monthly income (non-student) Disposable income (student) .8 .8 .6 .4 .2 0.0 -.2 -.4 -.6 -.8 .6 .4 .2 0.0 -.2 -.4 48 47 46 45 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 09 08 07 06 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
30. Personality Statements Page 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