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

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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


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 ©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.)


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


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


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


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.


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.



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.



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.


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


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.

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http://www.marketresearch.com/product/display.asp?productid=2834431

http://www.researchandmarkets.com/reports/1326919/

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http://www.reportlinker.com/p0357088

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