presentación de powerpoint€¦ · bolivia paraguay 21 years of experience the largest and most...
TRANSCRIPT
![Page 1: Presentación de PowerPoint€¦ · Bolivia Paraguay 21 years of experience The largest and most important client portfolio Referents in the most reputed media More than 10K surveys](https://reader036.vdocument.in/reader036/viewer/2022081607/5ec9085aeb76b62b5715ec0a/html5/thumbnails/1.jpg)
Specialists in market research and
opinión studies
Market ResearchSanta Cruz, 2019
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Methodology
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About Captura Consulting
At Captura Consulting we focus on Customer understanding and innovate
to our customer's brands become stronger and more competitive
Bolivia
Paraguay
17 años de experiencia
La cartera de clientes más
grande e importante
Referentes en los medios de
comunicación más reputados
Mas de 200 proyectos año
Más 10 mil encuestas mes
Equipo multidisciplinario de 40
personas
Software especializado para
encuestas y análisis
Miembros de ESOMAR y
certificados con la ISO 9001
Somos especialistas en el
consumidor y su relación
con las marcas, capaz de
obtener insights accionables
gracias a un manejo inter-
disciplinario del marketing
Bolivia
Paraguay
21 years of experience
The largest and most important
client portfolio
Referents in the most
reputed media
More than 10K surveys a month
Interdisciplinary team of 40
professionals
Specialized software for
surveys and analysis
ESOMAR MembersISO 9001 Certified
We are specialists in Customers
and their relationship with
brands, able to obtain
actionable information thanks to
interdisciplinary management of
Marketing
More than 200 projects a year
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With non-probabilistic sampling and
for convenience based on a list
provided by ASOEM, online surveys
were applied through emails based
on a structured questionnaire and an
average duration of 10 minutes.
With a simple probabilistic and random
sampling, 900 surveys were
conducted to the general public (95%
confidence and 3.3% statistical error)
in the central axis. Sampling was
applied through face-to-face interviews
and using a structured questionnaire
with an averaged duration of 5
minutes.
Methodology
Objetive: To understand the importance of direct selling in Bolivia, both in the social and economic fields
and from the perspective of consumers and people working in the activity.
Personnel Involved
30 Pollsters 2 Tabulators 2 Analysts
1 Field Coordinador 1 Manager
General Public
(Customers):
Sellers
(By Catalog)
Directors
(Direct Selling
Companies)
With a non-probabilistic sampling and
for convenience, 621 surveys were
carried out in the central axis; Santa
Cruz (34%); La Paz (24%); El Alto
(21%) and Cochabamba (21%), with
an average duration of 18 minutes
through face-to-face visits, using a
structured questionnaire.
2 Programers
1 Project Director
6 Supervisors
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Catalog sellers
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Demography
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Demography
Popular/Marginal Low
AB: 1%
C1: 4 %
C2: 11%
C3: 25%
D1: 34%
D2/E: 26%
SANTA CRUZ
High (ABC1) 7%
Medium Typical (C2) 13%
Medium Low (C3) 24%
Ascending Low (D1) 33%
Popular Low (D2/E) 23%
LA PAZ
High (ABC1) 6%
Medium Typical (C2) 12%
Medium Low (C3) 22%
Ascending Low (D1) 37%
Popular Low (D2/E) 23%
EL ALTO
High (ABC1) 0%
Medium Typical (C2) 6%
Medium Low (C3) 26%
Ascending Low (D1) 35%
Popular Low (D2/E) 33%
COCHABAMBA
High (ABC1) 5%
Medium Typical (C2) 10%
Medium Low (C3) 29%
Ascending Low (D1) 32%
Popular Low (D2/E) 24%
Source: Muticlient Socioeconomic Levels Project - CAPTURA CONSULTING
26%
34%
25%
11%
5%
33%
26%
21%
13%
6%
39%
24%
21%
12%
5%
E/D2
D1
C3
C2
ABC1
Año 2011 Año 2014 Año 2017
=
+
+
-
-
Year 2011 Year 2014 Year 2017
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MiddleSEL56%
LowSEL44%
More than 55 years2% 46-55 years
8%
36-45 years27%
25 - 35 years43%
Less than 25 years
20%
Yes39%
No61%
Gender
Catalog sellers - Profile
Most of the Catalog sellers are women (76%) from 25 to 35 years old (43%)
of SEL Medium (56%), who are not currently studying (61%).
Age
SEL
Are you currently studying?
Female
76%
Male24%
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2%
12%18%
22%
33%
80%
Travel packages, vacations,lodging
Household Goods & Durables Wellness (Nutrition, supplements…)
Clothing & Accessories Jewelry & Bijouterie Cosmetics & Personal Care
What products do you sell predominantly?
General information
Sellers handle more than one product category.
Hombre
Products
SEL Gender Age City
TotalLow Middle Male Female
Less than 25
years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Cosmetics & Personal Care 80% 79% 54% 87% 82% 82% 76% 70% 92% 82% 71% 88% 78% 80%
Jewelry & Bijouterie 33% 34% 22% 37% 38% 34% 34% 16% 33% 33% 30% 37% 36% 33%
Clothing & Accessories 23% 23% 27% 21% 16% 24% 27% 20% 8% 21% 34% 13% 21% 22%
Wellness (Nutrition, supplements…) 19% 17% 36% 12% 13% 16% 23% 30% 8% 19% 22% 13% 17% 18%
Household Goods & Durables 12% 14% 18% 12% 13% 14% 15% 6% 0% 8% 21% 10% 15% 12%
Travel packages, vacations, lodging 2% 2% 6% 1% 2% 3% 2% 0% 0% 2% 4% 1% 2% 2%
Total 168% 169% 163% 170% 162% 173% 176% 142% 142% 164% 182% 162% 167% 168%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
* In red the highest values for each response by segments.
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General Data
The city of La Paz has sellers that handle a greater variety of catalog sales categories
Cosmetics &
Personal Care
Jewelry &
BijouterieClothing &
Accessories
Household Goods
& Durables
Wellness
(Nutrition,
supplements..)
8%
12%
13%
13%
16%
17%
17%
18%
19%
19%
22%
23%
30%
36%
More than 55years
Female
Less than 25years
EAL
25 - 35 years
CBBA
Middle SEL
Total
Low SEL
SCZ
LPZ
36-45 years
46-55 years
Male
0%
6%
8%
10%
12%
12%
12%
13%
14%
14%
15%
15%
18%
21%
More than55 years
46-55 years
SCZ
EAL
Female
Low SEL
Total
Less than25 years
Middle SEL
25 - 35years
CBBA
36-45 years
Male
LPZ
8%
13%
16%
20%
21%
21%
21%
22%
23%
23%
24%
27%
27%
34%
More than55 years
EAL
Less than 25years
46-55 years
CBBA
Female
SCZ
Total
Low SEL
Middle SEL
25 - 35 years
Male
36-45 years
LPZ
16%
22%
30%
33%
33%
33%
33%
34%
34%
34%
36%
37%
37%
38%
46-55 years
Male
LPZ
SCZ
Low SEL
More than55 years
Total
Middle SEL
36-45 years
25 - 35years
CBBA
EAL
Female
Less than25 years
54%
70%
71%
76%
78%
79%
80%
80%
82%
82%
82%
87%
88%
92%
Male
46-55 years
LPZ
36-45 years
CBBA
Middle SEL
Low SEL
Total
Less than25 years
SCZ
25 - 35years
Female
EAL
More than55 years
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Financials
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Expenses
2018-2019Bs. Average
Catalog sellers have an Average Total Monthly Sales of bs. 1,229
Income/ExpenseRelated to direct selling
Revenue
2018-2019Bs. Average
Note: Sorted by the Revenue
Total Monthly Sales
2018-2019Bs. Average
Total Annual Sales
2018-2019Bs. Average
SCZ 15.060
Male 14.303
46-55 years 12.633
36-45 years 12.372
Middle SEL 10.841
Total 9.706
25 - 35 years 9.487
Low SEL 8.199
CBBA 7.452
LPZ 7.075
Female 6.707
EAL 6.185
More than 55 years 5.600
Less than 25 years 4.638
6.277
7.297
5.966
5.513
5.667
5.039
5.803
4.171
5.104
4.327
4.345
3.854
1.548
2.622
1.778
1.800
1.550
1.490
1.376
1.229
1.274
1.031
1.046
950
921
837
596
605
21.337
21.600
18.599
17.885
16.508
14.745
15.290
12.370
12.556
11.402
11.052
10.039
7.148
7.260
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1.420
1.830
1.888
2.100
2.168
2.464
2.466
2.594
2.600
2.916
2.955
2.957
3.225
3.555
Less than 25years
EAL
Low SEL
More than 55years
Female
CBBA
Total
25 - 35 years
SCZ
LPZ
36-45 years
Middle SEL
46-55 years
Male
What is your monthly home contribution?
Bs. Average
54%
57%
56%
54%
57%
51%
54%
53%
52%
53%
58%
50%
52%
47%
28%
32%
29%
29%
31%
31%
29%
28%
27%
29%
35%
28%
25%
25%
16%
18%
20%
20%
20%
19%
20%
20%
19%
21%
16%
19%
23%
19%
16%
17%
17%
17%
18%
17%
16%
16%
13%
16%
25%
15%
16%
15%
22%
9%
23%
17%
25%
24%
19%
12%
16%
0%
16%
22%
12%
28%
39%
33%
45%
33%
36%
25%
32%
31%
33%
30%
31%
25%
28%
Sales Revenue Commissions Sales Incentives
Bonuses Annual Membership Other
Male 14.303
46-55 years 12.633
Middle SEL 10.841
36-45 years 12.372
LPZ 7.075
SCZ 15.060
25 - 35 years 9.487
Total 9.706
CBBA 7.452
Female 6.707
More than 55
years5.600
Low SEL 8.199
EAL 6.185
Less than 25
years4.638
Revenue by type (as a % of Total direct selling
revenue):
Catalog sellers have an Average Income of bs. 9,706
53% comes from Sales Revenue
Income/ExpenseRelated to direct selling
Revenue
2018-2019Bs. Average
7.297
5.966
5.667
5.513
4.327
6.277
5.803
5.039
5.104
4.345
1.548
4.171
3.854
2.622
Expenses
2018-2019Bs. Average
Note: Sorted by the monthly home contribution
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58%
26%
8%4% 3%
Less than Bs. 2,100 Bs. 2,101 - 4,000 Bs.4,001 - 6,000 Bs. 6,001 - 8,000 More than Bs.8,000
What is your monthly home contribution?
The average monthly home contribution is 2,466 bs.
Cities of La Paz and Santa Cruz have the highest contribution.
Home Contribution
* In red the highest values for each response by segments.
Amount Ranges
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Less than Bs. 2.100 68% 49% 32% 65% 84% 51% 53% 42% 58% 58% 45% 71% 57% 58%
Bs. 2.101 – 4.000 26% 27% 34% 24% 16% 33% 22% 29% 33% 25% 32% 24% 25% 26%
Bs.4.001 – 6.000 4% 12% 19% 5% 0% 10% 11% 19% 8% 7% 14% 2% 12% 8%
Bs. 6.001 – 8.000 2% 6% 6% 4% 0% 4% 7% 2% 0% 5% 5% 2% 3% 4%
More than Bs.8.000 0% 6% 8% 2% 0% 2% 7% 8% 0% 5% 4% 1% 2% 3%
Average Contribution 1.888 2.957 3.555 2.168 1.420 2.594 2.955 3.225 2.100 2.600 2.916 1.830 2.464 2.466
Cases 269 350 145 474 125 269 165 48 12 212 152 126 129 619
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15
On average, expenses represent 52% of Revenue.
Income and expenses of direct selling
Average Revenue
2018-2019
9.706 Bs.
Average Expenses
2018-2019
5.039 Bs
Revenue/Expense
SEL Gender Age City
Total
Low Middle Male FemaleLess than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Total Revenue from
Direct Selling Activities
2018-2019
Mean 8.199 10.841 14.303 6.707 4.638 9.487 12.372 12.633 5.600 15.060 7.075 6.185 7.452 9.706
Median 3.550 4.100 5.000 3.000 2.000 3.600 4.500 8.000 5.600 3.750 3.550 3.000 5.500 4.000
Mode 8.000 1.000 2.000 1.000 2.000 2.000 1.000 8.000 5.600 1.000 2.000 600 1.000 2.000
Total Expenses from
Direct Selling Activities
2018-2019
Mean 4.171 5.667 7.297 4.345 2.622 5.803 5.513 5.966 1.548 6.277 4.327 3.854 5.104 5.039
Median 1.800 1.500 2.182 1.500 1.000 1.500 2.500 1.500 679 2.000 1.750 1.500 1.200 1.545
Mode 500 1.000 1.000 1.000 200 1.000 3.000 1.000 100 1.000 1.000 100 1.000 1.000
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31%
12% 13%19%
27%
53%
Other Annual Membership Bonuses Sales Incentives Commissions Sales Revenue
Revenue by type (as a % of Total direct selling revenue):
Sales Revenue represents more than 50% of their Revenue, for most segments. Except
for those under 25 years which represent less than 50%.
Income
Types of Revenue
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Sales Revenue 50% 56% 54% 53% 47% 54% 54% 57% 58% 51% 57% 52% 52% 53%
Commissions 28% 29% 28% 29% 25% 29% 29% 32% 35% 31% 31% 25% 27% 28%
Sales Incentives 19% 20% 16% 21% 19% 20% 20% 18% 16% 19% 20% 23% 19% 20%
Bonuses 15% 17% 16% 16% 15% 16% 17% 17% 25% 17% 18% 16% 13% 16%
Annual Membership 16% 23% 22% 16% 12% 24% 17% 9% 0% 25% 17% 22% 12% 19%
Other 31% 33% 28% 33% 28% 25% 45% 39% 30% 36% 33% 25% 31% 32%
* In red the highest values for each response by segments.
* Values in the tables add up to more than 100% since they are average values of each type of income.
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6%
5%
5%
5%
4%
29%
26%
25%
19%
32%
27%
16%
21%
26%
27%
18%
24%
17%
21%
15%
20%
29%
31%
30%
21%
Cosmetics &Personal Care
Clothing &Accessories
Wellness (Nutrition, supplements…)
Household Goods &Durables
Jewelry & Bijouterie
Less than Bs.50 Bs. 51-100 Bs.101-150 Bs.151-200 More than Bs.200
6%
28%24%
17%24%
Less than Bs.50 Bs. 51-100 Bs.101-150 Bs.151-200 More thanBs.200
What is the average customer spend per transaction?
The city of Santa Cruz has the highest average ticket
Average Ticket
* In red the highest values for each response by segments.
Amount Ranges
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Less than Bs.50 6% 5% 7% 5% 9% 6% 2% 10% 17% 4% 5% 14% 2% 6%
Bs. 51-100 31% 27% 29% 28% 30% 32% 27% 12% 25% 23% 27% 35% 34% 28%
Bs.101-150 27% 22% 22% 25% 25% 23% 25% 30% 17% 27% 23% 19% 26% 24%
Bs.151-200 15% 20% 16% 18% 14% 19% 16% 18% 33% 19% 25% 13% 11% 17%
More than Bs.200 21% 26% 27% 23% 22% 20% 30% 30% 8% 27% 20% 19% 27% 24%
Average Expenses 132 142 139 138 130 134 149 149 122 147 141 119 139 138
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
* Mode of each product category
Average Ticket Bs. 138
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Yes58%
No42%
Have you recruited into the business other sellers over the last 5 years?
The city of El Alto shows the largest number of sellers with the highest dependence
on Direct Selling.
Goals
* In red the highest values for each response by segments.
Financial goals
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Supplementary income 63% 66% 44% 66% 67% 67% 66% 45% 70% 62% 60% 63% 73% 64%
Primary income 19% 22% 30% 20% 18% 24% 16% 27% 20% 23% 16% 26% 15% 21%
No financial goals 8% 5% 19% 5% 8% 4% 8% 6% 10% 7% 9% 6% 5% 7%
Other 7% 5% 7% 6% 4% 3% 7% 18% 0% 7% 11% 2% 5% 6%
One-off payment for a
specific purchase3% 2% 0% 3% 3% 2% 3% 3% 0% 2% 4% 3% 1% 3%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
47%
47%
52%
54%
55%
55%
56%
58%
58%
59%
59%
60%
60%
66%
LPZ
Male
46-55 years
Low SEL
25 - 35 years
CBBA
EAL
Total
More than 55 years
Middle SEL
Less than 25 years
Female
36-45 years
SCZ67%
70%
44%
74%
67%
20%
16%
31%
16%
20%
4%
2%
25%
0%
1%
Cosmetics & Personal Care
Clothing & Accessories
Wellness (Nutrition, supplements…)
Household Goods & Durables
Jewelry & Bijouterie
Supplementary income Primary income Other
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Effort
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66%
63%
55%
55%
53%
52%
52%
51%
49%
48%
47%
47%
42%
33%
46-55 years
SCZ
CBBA
Middle SEL
Male
25 - 35 years
Total
Female
Less than 25 years
36-45 years
LPZ
Low SEL
More than 55 years
EAL
Yes52%
No48%
Do you work full-time?
Full - Time Job
Based on respondents who do not have a full-time job
What are the main reasons that you do not work on a full-time
basis?
35%
33%
24%
17%
16%
11%
7%
6%
6%
5%
3%
2%
1%
9%
Other personal or family responsibilities
Caring for children
Choose to work part-time
No suitable jobs available which allow forflexible work hours
Attending an educational institution
Could not find full-time work
Considered too young or too old by employers
No suitable jobs available in locality or line ofwork
Caring for disabled or elderly relatives
Cost of childcare
Involved in volunteer work
Lack of the necessary schooling, training, skillsor experience
Own illness or disability
Other
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21
Full - Time Job
* In red the highest values for each response by segments. Based on respondents who do not have a full-time job
Main Reasons
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Other personal or family responsibilities 34% 35% 29% 36% 30% 35% 38% 35% 29% 37% 26% 35% 41% 35%
Caring for children 31% 35% 7% 41% 19% 38% 42% 24% 0% 33% 29% 40% 29% 33%
Choose to work part-time 20% 26% 28% 21% 19% 26% 20% 35% 0% 29% 33% 9% 21% 24%
No suitable jobs available which allow for
flexible work hours17% 15% 24% 14% 23% 16% 14% 6% 0% 22% 24% 6% 14% 17%
Attending an educational institution 19% 13% 25% 13% 45% 12% 2% 0% 0% 15% 21% 9% 17% 16%
Could not find full-time work 14% 10% 16% 11% 11% 12% 8% 29% 29% 8% 15% 11% 16% 11%
Considered too young or too old by
employers10% 3% 12% 5% 13% 1% 7% 18% 29% 8% 6% 8% 3% 7%
No suitable jobs available in locality or
line of work7% 6% 10% 6% 8% 5% 7% 12% 0% 5% 8% 2% 14% 6%
Caring for disabled or elderly relatives 5% 4% 1% 6% 5% 4% 6% 6% 0% 10% 3% 2% 3% 6%
Cost of childcare 6% 3% 0% 6% 3% 7% 4% 0% 0% 5% 8% 4% 2% 5%
Involved in volunteer work 2% 4% 4% 3% 5% 5% 1% 0% 0% 1% 5% 1% 7% 3%
Lack of the necessary schooling, training,
skills or experience2% 3% 1% 3% 2% 2% 4% 0% 0% 3% 4% 1% 2% 2%
Own illness or disability 1% 1% 0% 1% 0% 0% 1% 6% 14% 1% 3% 0% 0% 1%
Other 10% 9% 6% 10% 6% 9% 14% 0% 14% 8% 8% 16% 3% 9%
Total 179% 168% 165% 176% 188% 172% 169% 171% 114% 186% 190% 146% 172% 173%
Cases 143 158 68 233 64 129 84 17 7 78 80 85 58 301
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22
25%
21%
12%
6%
5%
5%
4%
4%
3%
3%
3%
2%
2%
1%
1%
0%
0%
Personal and Other Services
Retail Trade
Education
Health and Community Services
Accommodation, Cafes andRestaurants
Wholesale Trade
Manufacturing
Communication Services
Finance and Insurance
Property and Business Services
Construction
Government Administration andDefence
Transport and Storage
Cultural and Recreational Services
Agriculture, Forestry and Fishing
Mining
Electricity, Gas and Water Supply
In what job/industry?
Other Activities
* In red the highest values for each response by segments.
Based on respondents who carry out another activity besides direct sales
70%
69%
65%
65%
64%
63%
62%
62%
61%
61%
59%
52%
50%
25%
46-55 years
CBBA
36-45 years
25 - 35 years
Middle SEL
SCZ
Female
LPZ
Total
Male
Low SEL
EAL
Less than 25 years
More than 55 years
Yes61%
No39%
Are you employed outside of direct selling?
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23
Other Activities
* In red the highest values for each response by segments.
Based on respondents who carry out another activity besides direct sales
Job/Industry
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Personal and Other Services 26% 24% 27% 25% 18% 26% 30% 23% 0% 20% 30% 35% 21% 25%
Retail Trade 19% 23% 11% 24% 24% 19% 23% 20% 33% 19% 20% 21% 26% 21%
Education 15% 10% 14% 12% 24% 12% 8% 6% 0% 16% 7% 12% 11% 12%
Health and Community Services 6% 7% 2% 7% 0% 7% 6% 11% 33% 7% 5% 3% 9% 6%
Accommodation, Cafes and
Restaurants6% 5% 3% 6% 5% 6% 6% 3% 0% 7% 4% 6% 3% 5%
Wholesale Trade 6% 4% 8% 4% 10% 5% 1% 9% 0% 6% 6% 6% 1% 5%
Manufacturing 6% 4% 1% 5% 3% 3% 7% 3% 0% 1% 4% 9% 6% 4%
Communication Services 4% 4% 10% 2% 0% 7% 2% 0% 0% 4% 5% 0% 6% 4%
Finance and Insurance 3% 4% 2% 4% 3% 5% 2% 3% 0% 5% 1% 2% 4% 3%
Property and Business Services 3% 4% 2% 4% 2% 4% 1% 9% 33% 4% 3% 2% 3% 3%
Construction 1% 4% 4% 3% 5% 2% 5% 3% 0% 4% 4% 3% 1% 3%
Government Administration and
Defence3% 2% 7% 1% 0% 1% 5% 6% 0% 1% 3% 0% 3% 2%
Transport and Storage 1% 2% 3% 1% 2% 2% 2% 3% 0% 3% 2% 0% 1% 2%
Cultural and Recreational Services 1% 2% 2% 1% 2% 1% 2% 0% 0% 1% 3% 0% 1% 1%
Agriculture, Forestry and Fishing 0% 1% 0% 1% 2% 1% 1% 0% 0% 1% 0% 0% 2% 1%
Mining 1% 0% 1% 0% 2% 0% 0% 0% 0% 0% 0% 2% 0% 0%
Electricity, Gas and Water Supply 0% 0% 1% 0% 0% 0% 0% 3% 0% 0% 0% 0% 1% 0%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 159 225 90 294 62 176 108 35 3 134 94 66 90 384
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24
37%
18%16%16%13%
Working in own orfamily business
Casual basisPermanentfull-time
Fixed-termcontract
Permanentpart-time
Wich of the following best describes the conditions of employment outside of direct selling
Employment Condition
* In red the highest values for each response by segments.
Based on those who have a full time job and/or another activity
37% of catalog sellers who have a full-time job and/or other activities
work in their own or family business.
Employment conditions
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Working in own or family business 36% 37% 27% 40% 34% 36% 38% 40% 33% 34% 29% 47% 42% 37%
Casual basis 20% 15% 16% 17% 24% 20% 10% 9% 0% 13% 24% 29% 6% 18%
Permanent full-time 16% 18% 23% 15% 8% 15% 20% 34% 0% 20% 18% 6% 20% 16%
Fixed-term contract 12% 19% 21% 15% 18% 15% 19% 9% 33% 21% 15% 6% 18% 16%
Permanent part-time 15% 12% 13% 13% 16% 13% 12% 9% 33% 12% 14% 12% 14% 13%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 155 219 86 288 62 174 104 31 3 128 94 66 86 374
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25
Work Hours
How many hours do you usually work
per week…?
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
On direct selling activities?
Mean 14 15 18 14 16 13 16 19 10 13 14 18 16 15
Median 10 10 8 10 10 8 10 15 10 7 10 14 8 10
Mode 2 2 4 2 20 2 2 4 1 2 4 30 2 2
In all Jobs?
Mean 36 40 39 38 37 38 38 42 34 38 37 43 37 38
Median 40 40 48 40 40 40 40 44 40 40 40 42 38 40
Mode 40 50 50 40 40 50 60 50 8 40 50 50 40 50
To another employment if
you would not be involved
in direct selling?
Mean 21 22 21 22 21 23 22 20 10 19 21 28 20 22
Median 14 10 10 12 12 12 12 12 6 9 10 24 10 12
Mode 20 8 8 8 8 8 8 8 1 8 8 40 8 8
Week hours dedicated to
Direct SellingAverage
15 Hrs
Week hours dedicated to
all activitiesAverage
38 Hrs
People say that if they were in another activity (different than direct selling),
they would have to spend 7 more hours a week than they already do.
Week hours dedicated to other
activities (not involved in direct
selling)Average
22 Hrs
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Participation
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27
1%
20%
24%
45%
46%
63%
64%
Other
Training and support offered by direct sellingcompany
Socialising
Potential income
Personal consumption of products
Desire to be a small business owner
Flexibility
What are the 3 main reasons to engage in direct selling?
Motivations for involvement in the direct selling
industry
* In red the highest values for each response by segments.
Motivations
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Flexibility 65% 63% 63% 64% 62% 61% 68% 66% 83% 63% 63% 69% 60% 64%
Desire to be a small business owner 59% 67% 51% 67% 65% 63% 65% 56% 67% 59% 66% 67% 63% 63%
Personal consumption of products 44% 48% 29% 51% 47% 47% 47% 36% 50% 52% 39% 43% 47% 46%
Potential income 43% 47% 57% 42% 42% 49% 44% 38% 42% 41% 53% 40% 48% 45%
Socialising 24% 23% 16% 26% 28% 22% 22% 26% 8% 23% 16% 29% 27% 24%
Training and support offered by direct
selling company21% 19% 23% 19% 22% 19% 18% 24% 17% 21% 16% 24% 18% 20%
Other 1% 1% 0% 2% 2% 0% 1% 7% 0% 2% 1% 1% 1% 1%
Total 257% 267% 239% 270% 266% 261% 265% 253% 267% 261% 255% 273% 265% 263%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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28
25%24%18%
13%13%6%
Permanentfull-time
Casual basisWorking inown or family
business
Fixed-termcontract
UnemployedPermanentpart-time
What was your employment status prior to being involvedin the direct selling industry?
13% of the Catalog Sellers were unemployed before getting involved in the direct selling
industry, mainly Women (16%) and those under 25 (24%)
Prior Employment Status
* In red the highest values for each response by segments.
Previous Employment Status
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Permanent full-time 26% 25% 35% 22% 10% 23% 39% 32% 25% 27% 28% 21% 24% 25%
Casual basis 23% 25% 27% 23% 32% 24% 15% 28% 42% 21% 29% 28% 18% 24%
Working in own or family business 19% 18% 10% 21% 19% 19% 18% 16% 17% 14% 16% 25% 22% 18%
Fixed-term contract 11% 14% 16% 12% 9% 14% 18% 4% 8% 18% 13% 5% 14% 13%
Unemployed 14% 13% 6% 15% 23% 11% 8% 14% 8% 13% 11% 14% 15% 13%
Permanent part-time 7% 5% 5% 7% 7% 9% 2% 6% 0% 6% 4% 7% 8% 6%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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29
30%
39%
12%
19%
Less than 1 year 1 a 3 years 3 a 5 years More than 5 years
How long have you been involved in the direct selling industry?
Medium SEL sellers stay longer than Low SEL ones
Participation
* In red the highest values for each response by segments.
Participation in Direct Selling
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More than
55 yearsSCZ LPZ EAL CBBA
Less than 1 year 36% 25% 30% 30% 45% 28% 25% 22% 8% 34% 30% 30% 22% 30%
1 a 3 years 40% 38% 50% 35% 44% 45% 34% 16% 17% 38% 41% 37% 40% 39%
3 a 5 years 12% 13% 9% 14% 8% 13% 15% 10% 17% 10% 13% 13% 15% 12%
More than 5 years 12% 24% 11% 22% 3% 14% 26% 52% 58% 18% 16% 20% 23% 19%
Average Years of Participation 2,30 3,10 2,27 2,90 1,65 2,55 3,23 4,47 5,13 2,59 2,63 2,79 3,12 2,74
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
Average Years of Participation
2,74 años
Average Years of Participation
2,7
2,8
2,8
2,8
2,9
Household Goods &Durables
Clothing &Accessories
Wellness (Nutrition, supplements…)
Cosmetics & PersonalCare
Jewelry & Bijouterie
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30
44%
27%
22%
20%
18%
17%
15%
10%
10%
5%
5%
5%
2%
2%
1%
1%
2%
Minimum purchasing of products
Recruiting others
Rejection
Whether you personal expectations are beingmet
Sales targets
Marketing support by your direct sellingcompany
Whether you have success or difficulty inmaking sales
Support from your direct selling companyand uplines
Compensation plan
Unfair competition (product auction, socialnetworks)
Image
Happiness with the product range
Hosting of presentations
People do not pay on time
Time availability
Stock, few products
Other
What are the main issues that affect your effort and success in direct selling?
Issues
Respondents recognize at least 2 issues
that affect the effort and success of direct selling.
Main IssuesCosmetics &
Personal Care
Clothing &
Accessories
Wellness
(Nutrition,
supplements)
Household
Goods &
Durables
Jewelry &
bijouterie
Minimum purchasing of
products45,5% 49,3% 34,8% 45,7% 43,5%
Recruiting others 26,3% 25,0% 36,6% 18,5% 25,6%
Rejection 21,5% 23,6% 29,5% 29,6% 17,9%
Whether you personal
expectations are being met19,8% 27,1% 20,5% 22,2% 22,7%
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31
Issues
* In red the highest values for each response by segments.
Respondents identify 2 main issues: Minimum purchase of products and
having to recruit other people to generate more sales.
Main Issues
SEL Gender Age City
TotalLow Middle Male Female
Less
than 25
years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Minimum purchasing of products 46% 43% 44% 44% 46% 48% 39% 34% 33% 50% 45% 31% 46% 44%
Recruiting others 26% 27% 27% 27% 28% 29% 24% 26% 25% 36% 27% 16% 22% 27%
Rejection 23% 21% 29% 20% 29% 21% 19% 22% 8% 19% 24% 25% 21% 22%
Whether you personal expectations are being met 21% 19% 17% 21% 24% 19% 20% 10% 33% 21% 20% 19% 18% 20%
Sales targets 17% 19% 16% 18% 17% 19% 18% 14% 25% 20% 21% 10% 18% 18%
Marketing support by your direct selling company 17% 17% 25% 15% 12% 20% 22% 2% 0% 14% 22% 13% 22% 17%
Whether you have success or difficulty in making
sales16% 15% 15% 15% 23% 13% 13% 16% 8% 17% 21% 8% 14% 15%
Support from your direct selling company and
uplines12% 9% 11% 10% 7% 9% 14% 12% 17% 11% 11% 6% 14% 10%
Compensation plan 10% 11% 14% 9% 8% 10% 10% 14% 25% 9% 13% 6% 12% 10%
Unfair competition (product auction, social
networks)3% 7% 1% 6% 3% 4% 7% 6% 8% 1% 3% 16% 3% 5%
Image 5% 5% 10% 4% 7% 7% 2% 2% 0% 5% 7% 6% 3% 5%
Happiness with the product range 3% 6% 5% 5% 4% 5% 5% 6% 8% 5% 5% 2% 8% 5%
Hosting of presentations 1% 3% 7% 1% 4% 3% 1% 0% 0% 2% 3% 1% 2% 2%
People do not pay on time 1% 2% 1% 2% 1% 1% 2% 2% 8% 2% 1% 4% 0% 2%
Time availability 1% 1% 1% 1% 0% 1% 2% 0% 8% 0% 1% 2% 1% 1%
Stock, few products 1% 1% 0% 1% 1% 1% 1% 0% 0% 0% 0% 2% 1% 1%
Other 1% 1% 1% 1% 2% 1% 1% 2% 0% 2% 1% 2% 1% 2%
Total 206% 205% 222% 200% 217% 212% 198% 168% 208% 214% 226% 168% 205% 204%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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32
32%31%24%23%
19%14%
8%1%1%2%
Productdemand
Othercommitments
Product rangeHours ofworkedrequired
Other productrelated
Ability torecruit other
sellers
Disapprovingfamily and
friends
CompetitionCapital,payments, etc.
Other
Limitations
What would you say your limitations to increase your participation and
grow your direct sales business are?
Limitations
Cosmetics &
Personal
Care
Clothing &
Accessories
Wellness
(Nutrition,
supplements)
Household
Goods &
Durables
Jewelry &
bijouterie
Product demand 33% 39% 29% 35% 37%
Other commitments 30% 36% 31% 36% 29%
Hours of worked
required22% 31% 20% 27% 22%
Product range 25% 26% 13% 30% 22%
Other product related 20% 21% 15% 16% 18%
Ability to recruit other
sellers15% 11% 13% 9% 15%
Disapproving family and
friends8% 6% 10% 7% 9%
* In red the highest values for each response by segments.
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33
Limitations
* In red the highest values for each response by segments.
Limitations
SEL Gender Age City
TotalLow Middle Male Female
Less
than 25
years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Product demand 30% 33% 29% 32% 32% 29% 35% 36% 17% 31% 28% 36% 32% 32%
Other commitments 33% 29% 29% 31% 38% 34% 27% 6% 33% 31% 28% 30% 34% 31%
Product range 25% 23% 20% 25% 26% 21% 27% 24% 17% 22% 24% 23% 28% 24%
Hours of worked required 22% 24% 26% 22% 24% 24% 21% 16% 50% 24% 32% 15% 20% 23%
Other product related 21% 18% 22% 18% 17% 21% 18% 24% 8% 19% 19% 19% 20% 19%
Ability to recruit other sellers 14% 13% 10% 14% 18% 13% 10% 14% 17% 15% 10% 15% 12% 14%
Disapproving family and friends 6% 9% 5% 8% 6% 7% 9% 6% 8% 9% 7% 8% 4% 8%
Competition 1% 1% 0% 1% 1% 1% 1% 0% 0% 0% 1% 3% 2% 1%
Capital, payments, etc. 1% 1% 0% 1% 2% 0% 0% 4% 8% 0% 2% 2% 0% 1%
Other 3% 2% 2% 2% 1% 2% 3% 2% 8% 3% 1% 3% 1% 2%
Total 155% 152% 144% 156% 163% 154% 150% 132% 167% 154% 152% 154% 152% 153%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
What would you say your limitations to increase your participation and
grow your direct sales business are?
32%31%24%23%
19%14%
8%1%1%2%
Product demandOthercommitments
Product rangeHours of workedrequired
Other productrelated
Ability to recruitother sellers
Disapprovingfamily and
friends
CompetitionCapital,payments, etc.
Other
Are there any limitations to increasing your direct selling involvement and growing a business in direct selling?
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Benefits
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35
65%64%63%59%54%
48%
The flexibility available tobalance work and non-
work commitments
Social interactionThe work itself (what youdo)
Satisfaction RateTotal remunerationNumber of hours worked
How satisfied are you with the following aspects of your involvement in the direct selling industry?
For Catalog sellers it is more important the total remuneration they get for direct sales.
The city of Santa Cruz (62%) has the highest level of satisfaction.
Satisfaction with participation in the Industry
* In red the highest values for each response by segments.
Note: Top Two Box = Good (7-8) + Very Good (9-10)
70%
Confort
Zone
Risk Zone
Dimension Weight
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Total remuneration 24% 51% 55% 59% 52% 58% 53% 52% 47% 58% 61% 48% 49% 50% 54%
The work itself (what you do) 23% 60% 63% 66% 61% 64% 61% 61% 64% 83% 69% 53% 63% 60% 63%
Social interaction 20% 58% 68% 56% 66% 62% 64% 63% 69% 67% 64% 64% 62% 65% 64%
The flexibility available to balance
work and non-work commitments18% 61% 68% 63% 66% 63% 62% 70% 65% 75% 66% 70% 67% 57% 65%
Number of hours worked 15% 43% 51% 51% 47% 47% 48% 47% 52% 50% 47% 45% 54% 46% 48%
Satisfaction Rate 100% 55% 61% 59% 58% 59% 58% 59% 59% 67% 62% 56% 59% 56% 59%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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36
56%
42%
41%
38%
25%
23%
23%
16%
11%
11%
1%
Independence / freedom
Improved self confidence
Consuming for your own use
More social interaction
Business / managerial skills
Improved life skills (organisationalskills, communication, etc.)
Improved work-life balance
Improved physical health
Improved support networks
Improved mental wellbeing
Other
Choose the 3 most important benefits obtained through your
participation in the direct selling industry
Benefits
Benefits
Cosmetics &
Personal
Care
Clothing &
Accessories
Wellness
(Nutrition,
supplements)
Household
Goods &
Durables
Jewelry &
bijouterie
Improved self
confidence55% 53% 44% 63% 55%
Business / managerial
skills31% 39% 44% 32% 27%
Independence / freedom 35% 32% 11% 28% 40%
Improved physical
health17% 13% 36% 17% 14%
More social interaction 29% 28% 4% 22% 26%
Consuming for your own
use26% 14% 10% 15% 27%
Improved life skills
(organisational skills,
communication, etc.)
14% 12% 10% 15% 18%
Improved work-life
balance15% 15% 5% 17% 12%
Improved mental
wellbeing9% 10% 1% 3% 11%
Improved support
networks9% 2% 3% 3% 9%
Other 0% 1% 1% 0% 1%
* In red the highest values for each response by segments.
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Most of Catalog sellers (56%) consider that Independence/freedom
is the most important benefit obtained by their participation in direct sales
Benefits
* In red the highest values for each response by segments.
Benefits
SEL Gender Age City
Total
Low Middle Male Female
Less
than 25
years
25 - 35
years
36-45
years
46-55
years
More
than
55
years
SCZ LPZ EAL CBBA
Independence / freedom 58% 55% 56% 57% 51% 58% 59% 58% 33% 53% 65% 54% 55% 56%
Improved self confidence 44% 41% 32% 45% 46% 43% 38% 42% 33% 40% 37% 48% 45% 42%
Consuming for your own use 40% 41% 28% 44% 38% 42% 41% 36% 50% 42% 38% 44% 37% 41%
More social interaction 35% 41% 37% 39% 37% 39% 39% 34% 33% 33% 40% 45% 38% 38%
Business / managerial skills 21% 29% 35% 22% 26% 29% 20% 28% 0% 23% 28% 21% 31% 25%
Improved life skills (organisational skills,
communication, etc.)23% 23% 26% 22% 22% 24% 25% 12% 17% 28% 22% 15% 24% 23%
Improved work-life balance 23% 23% 24% 22% 23% 20% 24% 30% 17% 25% 22% 20% 23% 23%
Improved physical health 18% 13% 16% 15% 17% 10% 17% 26% 50% 20% 7% 15% 17% 16%
Improved support networks 13% 10% 11% 11% 20% 9% 8% 6% 25% 10% 13% 13% 10% 11%
Improved mental wellbeing 11% 10% 10% 11% 10% 8% 15% 14% 8% 8% 11% 13% 11% 11%
Other 0% 1% 0% 1% 0% 0% 1% 2% 0% 1% 0% 1% 0% 1%
Total 287% 285% 275% 289% 290% 283% 287% 288% 267% 283% 282% 290% 290% 286%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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66%
64%
38%
29%
15%
5%
1%
Discounted products
Gifts / Vouchers
Recognition, awards
Ability to attend seminars withother distributors
Interstate / international trips
Car
Other
What non-monetary rewards do you receive through your participation in the industry?
Benefits
58% of sellers received
training for direct
sales
Have you received training for
direct selling?
Do you manage a down-line?
32% of the sellers
manage a down-line
Gifts/vouchers and discounts in products are the main non-monetary rewards
that sellers receive through their participation in the direct selling industry
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Gifts/vouchers and discounts in products are the main non-monetary rewards
that sellers receive through their participation in the direct selling industry
Beneficios
Benefits
Cosmetics &
Personal
Care
Clothing &
Accessories
Wellness
(Nutrition,
supplements)
Household
Goods &
Durables
Jewelry &
bijouterie
Ability to attend
seminars with other
distributors
29% 25% 37% 25% 30%
Gifts / Vouchers 72% 66% 38% 73% 78%
Discounted products 68% 61% 66% 59% 64%
Interstate / international
trips15% 9% 24% 14% 13%
Car 6% 4% 6% 4% 6%
Recognition, awards 42% 34% 29% 46% 43%
Other 0% 1% 4% 1% 0%
None 1% 5% 2% 1% 2%
Do you manage a down-line?Have you received training for direct selling?
30%
30%
33%
37%
42%
Jewelry & Bijouterie
Cosmetics & Personal Care
Clothing & Accessories
Household Goods & Durables
Wellness (Nutrition, supplements…)
49% 52%59% 59% 61%
Clothing &Accessories
Household Goods& Durables
Wellness (Nutrition, supplements…)
Jewelry & Bijouterie Cosmetics &Personal Care
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51%59% 59%
68%
Direct selling companycomplaint handling
procedures
Direct selling companysupport of customer
interactions
General Satisfaction Direct selling companysupport with delivery
system
Indicate your level of satisfaction with:
59% of Catalog Sellers are satisfied with the direct selling companies effort.
General Satisfaction
* In red the highest values for each response by segments.
70%Confort
Zone
Risk Zone
Attributes
SEL Gender Age City
TotalLow Middle Male Female
Less
than 25
years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Direct selling company support
with delivery system (to you / final
customer)
66% 67% 61% 69% 72% 64% 66% 72% 67% 73% 61% 69% 62% 68%
Direct selling company support of
customer interactions53% 63% 56% 59% 62% 55% 56% 76% 67% 61% 57% 59% 55% 59%
Direct selling company complaint
handling procedures48% 52% 46% 51% 58% 47% 46% 58% 58% 52% 47% 56% 46% 51%
General Satisfaction 56% 61% 54% 60% 64% 55% 56% 69% 64% 62% 55% 61% 54% 59%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
Note: Top Two Box = Good (7-8) + Very Good (9-10)
52%
56%
57%
60%
62%
Household Goods &Durables
Clothing & Accessories
Wellness (Nutrition, supplements…)
Cosmetics & Personal Care
Jewelry & Bijouterie
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Customers
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37%
23% 24%
40%
Other customers Recruits into your team – the down line
Personal use Family / Friends
Approximately, what proportion of your sales come from...?
On average, the main customers of the catalog sellers are
Family / Friends (40%) and other customers (37%).
Customers
Customers
SEL Gender Age City
Total
Low Middle Male FemaleLess than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Family / Friends 39% 41% 31% 42% 40% 40% 41% 35% 59% 43% 39% 35% 41% 40%
Recruits into your team – the
down line21% 25% 29% 21% 23% 24% 24% 20% 16% 22% 23% 26% 25% 23%
Personal use 24% 25% 29% 23% 26% 24% 23% 25% 16% 25% 27% 23% 22% 24%
Other customers 38% 37% 36% 38% 34% 36% 41% 39% 52% 33% 37% 46% 35% 37%
* In red the highest values for each response by segments.
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Other Mail Email
Company
Website
Own
Website
Groups
Meetings Telephone Social Media In Person
1% 5% 7% 9% 11% 22% 47% 50% 82%
82% of the catalog sellers interact in person with their clients,
the city of La Paz sellers maintain the highest contact points.
Customer Interaction
* In red the highest values for each response by segments.
How do you interact with your customers?
Interact
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
In person 80% 85% 73% 86% 79% 82% 84% 88% 92% 78% 83% 87% 86% 82%
Online via social media 48% 52% 54% 49% 58% 52% 45% 42% 25% 51% 56% 49% 44% 50%
Over the phone 44% 49% 54% 44% 38% 55% 45% 34% 33% 54% 46% 36% 47% 47%
Group meetings 19% 24% 22% 22% 19% 24% 20% 20% 42% 20% 24% 21% 23% 22%
Online via own website 8% 13% 16% 9% 9% 10% 12% 16% 17% 13% 13% 9% 8% 11%
Online via direct selling Company website 10% 9% 13% 8% 9% 9% 11% 8% 8% 10% 9% 8% 10% 9%
Email 5% 9% 18% 4% 5% 9% 6% 8% 0% 6% 12% 2% 8% 7%
Mail 4% 7% 10% 4% 3% 6% 7% 4% 8% 5% 9% 2% 7% 5%
Other 0% 2% 2% 1% 0% 1% 2% 0% 0% 1% 2% 0% 1% 1%
Total 217% 249% 263% 226% 220% 247% 232% 220% 225% 237% 253% 213% 232% 234%
Cases 271 350 147 474 125 269 165 50 12 212 152 126 131 621
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WhatsApp (84%) is most used network by Catalog sellers
to interact with their customers.
Customer Interaction
Social Media
SEL Gender Age City
TotalLow Middle Male Female
Less than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
WhatsApp 76% 88% 82% 84% 80% 83% 88% 100% 50% 92% 80% 76% 82% 84%
Facebook 54% 50% 64% 50% 68% 57% 30% 30% 50% 54% 56% 48% 46% 52%
Instagram 8% 3% 9% 4% 9% 2% 5% 0% 0% 8% 4% 2% 0% 5%
Twitter 2% 0% 0% 1% 0% 2% 0% 0% 0% 2% 0% 0% 0% 1%
Total 140% 140% 155% 139% 157% 143% 123% 130% 100% 156% 140% 126% 129% 141%
Cases 129 185 79 235 73 140 77 21 3 108 87 62 57 314
84% Whatsapp
52% Facebook
5% Instagram
1% Twitter
* In red the highest values for each response by segments.
Based on those who use social networks to interact with customers
What is Social Media that you use more frequently?
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45
26%
37%
27%
17%12%
Less than 25years
25-35 years 36-45 years 46-55 years More than 55years
What percentage of your customers fall within the following age ranges?
On average, 37% of clients are between 25 and 35 years old.
Customers
Average age 43 years
Customer Age
SEL Gender Age City
Total
Low Middle Male FemaleLess than
25 years
25 - 35
years
36-45
years
46-55
years
More
than 55
years
SCZ LPZ EAL CBBA
Less than 25 years 28% 24% 25% 27% 37% 23% 21% 21% 34% 27% 24% 27% 26% 26%
25-35 years 37% 38% 37% 38% 31% 42% 36% 35% 26% 39% 37% 37% 36% 37%
36-45 years 25% 29% 27% 27% 25% 26% 31% 27% 27% 26% 30% 28% 26% 27%
46-55 years 16% 17% 15% 17% 14% 15% 20% 24% 21% 16% 20% 14% 17% 17%
More than 55 years 12% 13% 11% 13% 12% 10% 13% 20% 17% 13% 13% 10% 13% 12%
* In red the highest values for each response by segments.
22%
20%
21%
21%
23%
32%
34%
28%
29%
31%
23%
23%
23%
25%
22%
13%
14%
17%
16%
14%
10%
9%
11%
9%
10%
Cosmetics & Personal Care
Clothing & Accessories
Wellness (Nutrition, supplements…)
Household Goods & Durables
Jewelry & Bijouterie
Less than 25 years 25-35 years 36-45 years 46-55 years More than 55 years
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72%
59%56%
41%
25%
13%11%
1%
QualityPriceBrandSellerrelationship
ServiceConvenienceValueOther
Quality (72%), Price (59%) and Brand (56%) are the main reasons customers
buy products by catalog.
Motivations
Have you received any complaints over the
last 12 months?
26%of sellers have
received a
complaint from
their customers
Why do believe your customers purchase your product? (please select
up to 3 responses)
Purchase Reasons
Cosmetics &
Personal
Care
Clothing &
Accessories
Wellness
(Nutrition,
supplements)
Household
Goods &
Durables
Jewelry &
bijouterie
Quality 74% 66% 69% 63% 71%
Price 63% 66% 45% 73% 60%
Brand 60% 54% 40% 46% 59%
Seller relationship 43% 43% 44% 40% 46%
Service 23% 25% 29% 26% 23%
Convenience 12% 15% 14% 15% 13%
Value 9% 11% 11% 15% 8%
Other 1% 1% 4% 0% 1%
* In red the highest values for each response by segments.
42%
31%
30%
26%
24%
Household Goods & Durables
Clothing & Accessories
Jewelry & Bijouterie
Cosmetics & Personal Care
Wellness (Nutrition, supplements…)
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47
Sellers Conclusions
Interviewed sellers indicate that they manage more than one category, being the city
of La Paz the place where they handle more categories, the categories of clothing
and household items predominate in this city over the others.
The average ticket is 138 Bs; those over 25 years of age generate higher average
tickets than those who are under 25 years old; The cities of Santa Cruz and La Paz,
generate higher expenses on average than the other cities.
The main goal for sellers is to generate additional income; 58% recruited other people
in the last 5 years, which shows that it is not the main objective to bring more
members to the catalog sale.
Flexibility and the desire to be your own boss, are the main reasons to venture into
direct sales; It is worth noting that the main and secondary reasons for direct selling
vary by city, for Santa Cruz, potential income is a more important variable than for
other cities, just as for women it is more important than for men.
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48
Sellers Conclusions
The main difficulties affecting sellers are minimum purchase, recruitment, people
rejection and meeting personal expectations; Among the limitations they face to
increase their income, the product demand, other activities that interfere with the sale,
the variety of products and the work hours work required.
Other activities and the hours of dedication are personal attributions to the
commitment to direct sales, while the generation of demand and the variety of
products are limitations that can be attributed to companies since they do not depend
on them directly.
While satisfaction with direct sales is low, the benefits can be used as a key to
improving it; Direct selling is seen as a form of independence, freedom, confidence,
product consumption, and social integration.
The main reasons why products are purchased are quality, price, and brand; These
characteristics show that the products have great value (quality and price ratio). 26%
of sellers mentioned that they received complaints from their customers.
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General Public
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General Information
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39% 37%43%
38%
50%56%
48% 48%51% 53%
58%
41%
31%34%
39% 41% 42% 45% 45% 45%49%
53% 55%58%
CBBA Male Low SEL 41 a 65 18 a 25 SCZ LPZ Total 26 a 40 Middle SEL Female EAL
Have you ever bought a product by catalog?
2016 2019
45% of people bought products by catalog over the last 12 months,
3% below the previous shot.
Buying
Answers
SEL Gender Age City
Total
Low Middle Male Female 18 a 25 26 a 40 41 a 65 SCZ LPZ EAL CBBA
Yes 39% 53% 34% 55% 42% 49% 41% 45% 45% 58% 31% 45%
No 61% 47% 66% 45% 58% 51% 59% 55% 55% 43% 69% 55%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 538 362 439 461 272 357 271 300 200 200 200 900
* In red the highest values for each response by segments.
3%
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52
In both shots, the high price of the products and preference to shop in stores,
remain as the two main reasons for not having purchased products by catalog
Buying Demotivators
* In red the highest values for each response by segments.
Purchase MotivationSEL Gender Age City
TotalLow Middle Male Female 18 a 25 26 a 40 41 a 65 SCZ LPZ EAL CBBA
Expensive Products 49% 36% 42% 48% 46% 45% 43% 38% 44% 42% 54% 43%
Preference to shop in stores 35% 33% 36% 32% 32% 36% 36% 38% 25% 46% 31% 36%
Never been contacted by a catalog seller 30% 33% 32% 31% 31% 34% 29% 39% 25% 21% 33% 31%
Do not trust catalog sale 25% 34% 29% 27% 28% 29% 27% 23% 37% 24% 30% 27%
No products of my interest 23% 30% 25% 26% 33% 24% 19% 24% 30% 20% 27% 25%
Poor product quality 13% 14% 12% 16% 16% 10% 14% 14% 21% 12% 7% 14%
Don't know a catalog seller to contact 11% 15% 12% 12% 11% 14% 13% 16% 7% 12% 12% 13%
Not interested 6% 4% 6% 4% 1% 6% 8% 1% 6% 13% 4% 5%
Lack of time 1% 1% 1% 1% 0% 2% 1% 1% 0% 1% 1% 1%
Other 5% 2% 6% 2% 2% 1% 9% 4% 5% 8% 1% 5%
Total 199% 199% 200% 199% 199% 200% 199% 199% 200% 199% 200% 199%
Cases 330 169 290 209 157 182 160 165 110 86 138 499
* Based on those who have not bought
1% N/A N/A8%
13%
23%19% 20%
30%
48%
5%1%
5%13% 14%
25% 27%31%
36%43%
Other Lack of time Not interested Don't know acatalog seller
to contact
Poor productquality
No products ofmy interest
Do not trustcatalog sale
Never beencontacted by acatalog seller
Preference toshop in stores
ExpensiveProducts
What are the two main reasons for not buying products sold by catalog?
2016 2019
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Products
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Most of beauty and personal care products has been purchased in the city of El Alto
over the last 12 months
Beauty and Personal Care Products
Have you bought beauty and personal care
products over the last 12 months?
35% of customers have
bought beauty and
personal care
products over the last
12 months
Answers
SEL Gender Age City
TotalLow Middle Male Female
18 a
25
26 a
40
41 a
65SCZ LPZ EAL CBBA
How many times have
you bought Cosmetics
& Personal Care
products from catalog
sellers over the last 12
months?
Mean 3 4 3 4 4 4 3 4 3 3 5 4
Median 2 3 2 3 3 3 2 3 2 2 3 3
Mode 1 2 2 1 2 2 1 2 2 2 3 2
How much do you
spend each time you
buy Cosmetics &
Personal Care
products from a
catalog seller?
Mean 165 189 177 176 181 180 164 198 148 158 204 176
Median 150 150 150 150 150 150 150 200 140 150 175 150
Mode 150 200 150 200 200 150 200 200 150 150 200 200
Average Frequency
over the last 12
months
4 times
Average Ticket
176 Bs
21%
24%
26%
29%
32%
35%
35%
37%
38%
41%
43%
44%
CBBA
Male
41 a 65
Low SEL
LPZ
Total
18 a 25
SCZ
26 a 40
Middle SEL
Female
EAL
Customer
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55
Answers
SEL Gender Age City
TotalLow Middle Male Female
18 a
25
26 a
40
41 a
65SCZ LPZ EAL CBBA
How many times
have you bought
Clothing &
Accessories from
catalog sellers over
the last 12 months?
Mean 2 3 3 2 3 2 3 2 3 3 3 3
Median 2 2 2 2 2 2 3 2 2 2 2 2
Mode 1 1 2 1 1 2 3 1 1 1 2 1
How much do you
spend each time
you buy Clothing &
Accessories from a
catalog seller?
Mean 252 325 292 287 263 312 270 276 263 241 380 289
Median 240 250 250 250 250 215 280 200 250 240 300 250
Mode 300 300 300 150 300 150 250 200 300 180 300 300
Most of clothing and accessories has been purchased by
medium SEL over the last 12 months.
Clothing and Accesories
In the last year, have you bought clothing,
underwear or accessories such as shoes and
purses from a catalog seller ?
10% of the customers
bought clothing
Average Frequency
over the last 12
months
3 times
Average Ticket
289 Bs
6%
8%
8%
9%
9%
10%
10%
10%
10%
11%
12%
12%
41 a 65
Low SEL
Male
LPZ
EAL
CBBA
Total
18 a 25
SCZ
Female
26 a 40
Middle SEL
Customer
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56
Answers
SEL Gender Age City
TotalLow Middle Male Female
18 a
25
26 a
40
41 a
65SCZ LPZ EAL CBBA
How many times
have you bought
Jewelry & bijouterie
from catalog seller
over the last 12
months?
Mean 5 2 6 2 5 2 3 6 1 2 3 3
Median 2 2 1 2 2 2 2 2 1 1 2 2
Mode 1 1 1 1 1 1 1 1 1 1 1 1
How much do you
spend each time
you buy Jewelry &
bijouterie from a
catalog seller ?
Mean 295 183 257 231 185 194 399 250 126 273 267 239
Median 150 150 150 150 150 120 180 150 115 150 150 150
Mode 150 150 150 150 150 120 150 150 150 150 50 150
Most of jewelry and bijouterie has been purchased by women over the last 12 months.
Jewelry and Costume Jewelry
Have you bought jewelry or bijouterie from a
catalog seller over the last 12 months?
9% of the customers
bought jewelry or
bijouterie over the
last 12 months Average Frequency
over the last 12
months
3 times
Average Ticket
239 Bs
5%
7%
7%
8%
8%
9%
10%
10%
10%
11%
12%
13%
Male
LPZ
41 a 65
CBBA
Low SEL
Total
SCZ
18 a 25
26 a 40
Middle SEL
EAL
Female
Customer
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57
Answers
SEL Gender Age City
TotalLow Middle Male Female
18 a
25
26 a
40
41 a
65SCZ LPZ EAL CBBA
How many times
have you bought
Wellness (Nutrition,
supplements…)
products from
catalog seller over
the last 12 months?
Mean 4 4 5 3 3 3 6 3 8 3 3 4
Median 2 2 2 2 2 2 2 2 4 2 1 2
Mode 1 1 1 1 1 1 2 1 4 1 1 1
How much do you
spend each time
you buy Wellness
(Nutrition,
supplements…)
products from a
catalog seller?
Mean 176 173 176 173 169 166 189 186 118 215 169 174
Median 150 160 140 170 200 160 130 160 90 135 180 150
Mode 200 200 200 200 200 100 100 100 20 120 200 200
Most of Nutrition Products and Supplements has been purchased by
medium SEL over the last 12 months.
Nutrition Products and Supplements
over the last 12 months, have you bought
nutrition products such as vitamins,
supplements or powders from a catalog seller ?
8% of Customers bought
nutrition products or
supplementsAverage Frequency
over the last 12
months
4 times
Average Ticket
174 Bs
6%
6%
7%
7%
7%
8%
8%
8%
8%
9%
11%
11%
Low SEL
EAL
CBBA
LPZ
Male
26 a 40
18 a 25
Total
41 a 65
Female
SCZ
Middle SEL
Customer
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58
Answers
SEL Gender Age City
TotalLow Middle Male Female
18 a
25
26 a
40
41 a
65SCZ LPZ EAL CBBA
How many times
have you bought
Household Goods
& Durables
products from
catalog seller over
the last 12 months?
Mean 3 3 3 3 3 2 2 3 2 3 3 3
Median 2 2 2 2 3 2 2 2 2 2 1 2
Mode 1 1 1 1 1 1 2 2 2 2 1 1
How much do you
spend each time
you buy Household
Goods & Durables
products from a
catalog seller?
Mean 231 266 293 213 188 211 328 241 219 297 230 248
Median 200 200 200 170 180 140 200 160 180 210 200 200
Mode 300 200 200 200 100 200 200 100 300 60 200 200
Most of Kitchen / Household items have been purchased in the city of
Santa Cruz over the last 12 months.
Kitchen and household items
In the last year, have you bought kitchen and
other household accessories from a catalog
seller ?
8% of Customers
bought kitchen or
household itemsAverage Frequency
over the last 12
months
3 times
Average Ticket
248 Bs
7%
7%
7%
7%
7%
7%
8%
8%
9%
10%
10%
10%
LPZ
CBBA
Low SEL
18 a 25
26 a 40
Male
EAL
Total
Female
Middle SEL
41 a 65
SCZ
Customer
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Preference
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60
43%
34%
22%
Store,supermarket orpharmacy
SalesPromoter
Both
66%
16%
18%
Store,supermarket orpharmacy
SalesPromoter
Both
64%
26%
10%
Store,supermarket orpharmacy
SalesPromoter
Both
72%
13%
15%
Store,supermarket orpharmacy
SalesPromoter
Both
17%
70%
13%
Store,supermarket orpharmacy
SalesPromoter
Both
Nutrition
Products and
Supplements
Clothing and
Accesories
Jewelry and bijouterie are the preferred products to buy through Catalog sellers.
Beauty and
Personal Care
Products
Jewelry and
Costume
Jewelry
Kitchen and
household
items
Where do you prefer to buy the following products?
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61
Beauty and Personal Care are the most purchased products over the last 12 months.
They are purchased in stores, markets, supermarkets or pharmacies.
Where do you prefer to buy the following products?
* In red the highest values for each response by segments.
Based on those who bought the products over the last 12 months
AnswersSEL Gender Age City
TotalLow Middle Male Female 18 a 25 26 a 40 41 a 65 SCZ LPZ EAL CBBA
Cosmetics & Personal
Care
Store,supermarket or pharmacy 45% 41% 55% 37% 43% 40% 50% 52% 39% 40% 33% 43%
catalog seller 37% 30% 25% 39% 31% 35% 36% 35% 42% 28% 33% 34%
Both 17% 28% 20% 24% 26% 25% 14% 14% 19% 32% 33% 22%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 155 148 107 196 96 137 70 110 64 87 42 303
Clothing & Accessories
Store,supermarket or pharmacy 69% 61% 63% 67% 59% 70% 63% 68% 56% 78% 58% 66%
catalog seller 17% 16% 17% 16% 15% 19% 13% 19% 28% 6% 11% 16%
Both 14% 23% 20% 18% 26% 12% 25% 13% 17% 17% 32% 18%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 42 44 35 51 27 43 16 31 18 18 19 86
Wellness (Nutrition,
supplements…)
Store,supermarket or pharmacy 63% 61% 74% 53% 55% 56% 77% 48% 71% 82% 69% 64%
catalog seller 33% 24% 19% 35% 32% 30% 23% 42% 14% 9% 23% 26%
Both 3% 15% 6% 13% 14% 15% 0% 9% 14% 9% 8% 10%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 30 41 31 40 22 27 22 33 14 11 13 71
Household Goods &
Durables
Store,supermarket or pharmacy 73% 71% 78% 68% 74% 65% 78% 73% 69% 75% 69% 72%
catalog seller 19% 6% 13% 13% 11% 15% 11% 13% 23% 0% 15% 13%
Both 8% 23% 9% 20% 16% 19% 11% 13% 8% 25% 15% 15%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 37 35 32 40 19 26 27 30 13 16 13 72
Jewelry & bijouterie
Store,supermarket or pharmacy 14% 22% 28% 15% 18% 18% 18% 23% 0% 23% 17% 17%
catalog seller 77% 59% 61% 70% 73% 64% 71% 69% 83% 55% 75% 70%
Both 9% 19% 11% 15% 9% 18% 12% 8% 17% 23% 8% 13%
Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Cases 35 37 18 54 22 33 17 26 12 22 12 72
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Benefits
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63
12% 11% 14% 8%
19% 16% 15%8%
41%28% 21%
18%
18%
26% 29%
36%
11% 18% 20%31%
Allows access to good qualityproducts at an affordable price
Makes the purchase of necessaryproducts more comfortable and easier
Produce extra income Encourages progress and improvessellers' life quality
2019
Strongly Disagree Disagree Uncertain Agree Strongly Agree
39%45%
55% 54%
29%
45%50%
67%
Allows access to good qualityproducts at an affordable price
Makes the purchase of necessaryproducts more comfortable and easier
Produce extra income Encourages progress and improvessellers' life quality
Comparative T2B
2016 2019
Customers believe that direct selling encourages progressand improves sellers’ life quality (67%),
an increase of 13% compared to the previous shot.
How do you think direct selling…?
Note: Top Two Box = I think Yes + Surely Yes
T2B 29% 45% 50% 67%
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64
How do you think the direct selling…?
Customers believe that direct selling encourages progress, improves life quality (67%)
and brings extra income for sellers (50%).
* In red the highest values for each response by segments.
AnswersSEL Gender Age City
TotalLow Middle Male Female 18 a 25 26 a 40 41 a 65 SCZ LPZ EAL CBBA
Allows access to good quality
products at an affordable
price
Strongly Disagree 12% 12% 13% 11% 9% 10% 16% 14% 10% 8% 14% 12%
Disagree 21% 16% 18% 19% 21% 18% 18% 18% 21% 18% 19% 19%
Uncertain 43% 38% 44% 38% 43% 45% 34% 37% 43% 42% 46% 41%
Agree 15% 21% 18% 17% 18% 15% 22% 16% 16% 25% 17% 18%
Strongly Agree 9% 13% 7% 14% 9% 11% 10% 16% 11% 8% 5% 11%
T2B 24% 34% 25% 31% 27% 26% 32% 32% 27% 32% 21% 29%
Makes the purchase of
necessary products more
comfortable and easier
Strongly Disagree 12% 11% 12% 10% 7% 11% 16% 12% 11% 6% 17% 11%
Disagree 18% 12% 16% 16% 14% 17% 16% 14% 15% 18% 17% 16%
Uncertain 29% 28% 29% 28% 31% 27% 29% 24% 33% 32% 30% 28%
Agree 26% 28% 27% 27% 31% 27% 23% 20% 30% 34% 27% 26%
Strongly Agree 15% 20% 16% 19% 17% 18% 16% 30% 12% 11% 11% 18%
T2B 41% 49% 43% 46% 48% 45% 39% 50% 42% 45% 37% 45%
Produce extra income
Strongly Disagree 15% 13% 16% 12% 14% 11% 17% 22% 6% 8% 17% 14%
Disagree 15% 15% 15% 15% 13% 15% 17% 10% 14% 21% 19% 15%
Uncertain 24% 19% 22% 22% 28% 20% 19% 17% 24% 23% 27% 21%
Agree 29% 31% 30% 30% 29% 32% 28% 21% 40% 37% 28% 29%
Strongly Agree 17% 22% 18% 20% 17% 21% 18% 31% 17% 12% 11% 20%
T2B 46% 53% 47% 51% 46% 54% 46% 51% 57% 49% 38% 50%
Encourages the progress and
improves life quality of those
who are dedicated to direct
selling
Strongly Disagree 9% 6% 9% 6% 4% 8% 10% 10% 5% 3% 11% 8%
Disagree 8% 7% 9% 7% 9% 6% 9% 5% 8% 12% 7% 8%
Uncertain 18% 20% 19% 18% 22% 17% 18% 13% 19% 19% 27% 18%
Agree 37% 37% 38% 36% 41% 38% 32% 26% 43% 46% 39% 36%
Strongly Agree 28% 30% 26% 32% 24% 31% 31% 45% 26% 21% 16% 31%
T2B 65% 67% 63% 69% 65% 69% 63% 71% 69% 67% 55% 67%
Cases 538 362 439 461 272 357 271 300 200 200 200 900
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65
1%
2%
2%
3%
3%
3%
3%
4%
4%
4%
4%
6%
4%
6%
2%
6%
4%
4%
2%
5%
6%
4%
8%
6%
CBBA
LPZ
Male
26 a 40
41 a 65
Low SEL
EAL
Total
Middle SEL
18 a 25
Female
SCZ
Are you currently a directcatalog seller ?
2016 2019
7%
8%
11%
11%
11%
12%
13%
13%
14%
15%
16%
17%
6%
4%
6%
8%
7%
8%
7%
5%
6%
9%
9%
11%
CBBA
Male
Low SEL
LPZ
41 a 65
26 a 40
Total
EAL
18 a 25
Middle SEL
SCZ
Female
Have you ever been a direct catalog seller ?
2016 2019
9% of Customers were catalog seller sometime.
However, they are no longer involved in direct sales.
Direct catalog seller s
6%
1%
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66
Customer Conclusions
45% of the customers have bought a catalog product sometime, 3% less compared to
2016; the greatest variations occur in Santa Cruz, with a decrease of 8% and an
increase of 17% in El Alto; the main demotivators that limit the purchase are the
prices of the products, the preference to shop in stores and not been contacted by a
seller. The lack of trust with catalog products is higher in La Paz and Cochabamba,
compared to other cities.
Beauty products are the most purchased category, this category has an average
ticket of 176 Bs, and a frequency of 4 times a year. The second category with the
highest purchase is clothing, with a higher average ticket, 289 Bs, but less frequency,
3 times a year. nutrition or supplements category has the lowest average ticket, but
together with the beauty products, they have the highest purchase frequency.
With the exception of jewelry and bijouterie, the other categories prefer to be bought
in stores, markets, supermarkets or pharmacies, and secondarily by sellers; in the city
of Santa Cruz nutritional supplements have a high purchase through sellers compared
to the other cities, followed by Cochabamba which shows a replicable opportunity in
the cities of La Paz and El Alto, as well as the other cities where the purchase is
greater through this channel.
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67
Customer Conclusions
The perception that direct selling encourages progress and improves the sellers life
quality, this perception has improved 13% in relation to the previous shot, while the
perception of accessing quality products and accessible prices decreases by 10%.
When inquiring about whether he was a seller at any time, there is an increase of 6%
compared to the previous shot, one of the biggest increases is in the city of El Alto
and among those under 25 years old; but when inquiring it is a seller now, no high
differences are observed, which shows that the decision of being a catalog seller has
been spontaneous.
Interviewees in Santa Cruz have a better perception of catalog sales than the other
cities, women compared to men have a better perception; easier and more
comfortable purchase is better perceived by youngers than by the elderly, while the
perception of products quality is attributed more intensely to those over 40 years.
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Direct selling companies
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43%
43%
43%
29%
14%
0%
14%
Cosmetics & PersonalCare
Household Goods &Durables
Jewelry & Bijouterie
Clothing &Accessories
Wellness (Nutrition, supplements…)
Travel packages,vacations, lodging
Other
Companies
58% of companies
completed the
survey
Rubros
12%of the average income
goes to labour.
77%of sales are registered in
the cities of Santa Cruz, La
Paz, El Alto, and
Cochabamba
44%of sales are made
through the
multilevel channel
69%12% of staff mention
that they are active
57%Average turnover rate
of ASOEM staff
59%of orders are repeated
business or
repurchase
100%of the companies
recruited by other
sellers'
recommendation
46%of sellers buy
products for personal
use
0%of companies have a
customer loyalty
program
50%of companies
mentioned that they
have customers who
return products
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70
El 77% of sales are made in the cities of Santa Cruz, La Paz, El Alto, and Cochabamba
Company Financials
85,71% revenue from direct sales of its products
26%22%16%8%10%
18%
Cosmetics & Personal Care
Household Goods & Durables
Wellness (Nutrition,
supplements…)
Jewelry & BijouterieClothing & Accessories
Other
Breakdown of sales
by product type
39%
12%17%
9%
23%
Santa CruzLa PazCochabambaEl AltoOther Cities
Breakdown of sales
by city
Breakdown of sales by
compensation
structure
56%
42%
0%0%2%
Single levelMultilevel Retail EcomerceOther
Breakdown of sales
by sales method /
approach
46%32%
20%2%
Door to door selling / physicalcold calling at a consumer's
home or business
Party plan/ group selling/classes and demonstrations
Catalogue drops at a consumer’s home or business
Other
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Operational costs are mainly the costs of goods sold.
Operational Expenses
Bs 27 MM
Average labor costs
mentioned in 2018..
12%
of the income that
companies have
allocated to labour.
Bs 95 MM
Total non-labour operational cost
in 2018.
72% of the companies mention
having full-time hired staff
besides direct sales.
Total non-labour
operational cost
45%
7%5%4%3%
36%
Cost of goods soldTransport andstorage companies
Banks, financeand insurance
companies
Utilities,communications and
postage
RentOther suppliers
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96% of ASOEM companies' income is based on direct sales.
Financial expenses
96% of the income comes from direct selling
34.387.000 Bs average EBITDA of ASOEM
companies
106.047.900 Bs Total profit from direct
selling activities
The amount of
money
companies
donated to
charitable or
other causes in
2018-2019 is in
the range of Bs.
20.000 and Bs.
40.000 depending
on each
company's
possibility.
Donations
77% of taxes paid are on company tax, while
20% is on income tax
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73
393,857 is the average number of customer orders by company.
59% of these orders are repeat business
Sales Force
71%
57%
43%43%
14%
Demographiccharacteristics of region
Sales teamAverage income ofregion
Target marketUp line
Reasons for the region
sales success
ASOEM companies turnover rate is 57% according to
the number of sellers they had at the beginning, at the
end and the number of recruited in the 2018 period
Active
staff69%
31%Active
Inactive
Commissions
for recruiting
Commission clarifications
-Sales Commissions are expressed in percentage
-Sellers get "benefits” on sales by their downline
-Directors earn commission on the sale67%
33%Yes
No
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All the products companies sell are imported and offered by
direct sales and marketing.
Sales Force
17%
0%
17%
0%
50%
0%
50%
17% 17%
33% 33%
67%
January February March April May June July August September October November December
Best sales by month
On average, companies revenues in 2018-2019 vs 2017 have increased 2%, while costs
are higher by 0.59% and the number of sales forces increased by 4, 9%
83%
83%
67%
17%
17%
Introducing new products
Establishing relationships
Ease of entry
Low cost base
Provide job opportunity
Key advantages of direct selling Sales technique(s)
83%
67%
67%
67%
17%
Multilevel marketing / networkingmarketing
Party plan / group selling
Door to door selling / calling
Catalogue drops at a consumer'shome/business
Digital catalog
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75
84% of companies would not vet ISPsfor references or CV’s
Sales Force
83%
67%
50%
17%
17%
0%
0%
Sales training
Sales campaigns
Customer support /complaints
Other training
Direct line
Compliance Training
Other
Support
What do you offer your customers that differentiates you from your competitors?
Which sales technique(s) do your ISPs employ? How do you support ISPs?
* ISP = Independent Sales People
Differentiation83%
67%
50%
33%
17%
17%
Quality products
Greater convenience
Value for money
Superior customer service
Uniqueness of products
Other
Contact
100%
33%
17%
17%
0%
Recruit by existing ISPs
Referrals
Direct approach from potential ISPs
Other
Employment agency
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76
99% of current sellers are individual, not any company.
Half of the companies are looking for a specific group to recruit.
Sales Force Characteristics
Gender
Female
82%
Male18%
Age
Less than 258%
25-35 years33%
36–45 years37%
48–55 years16%
More tan 556%
Personal Use46%
Sale54%
Type of Purchase
Demography
East48%
West52%
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Customers
None of the companies mentioned having a customer loyalty program
Do you have customers returned products
Do you have a formal complaint handling system
in place?
Complaint handling
system
100%
Yes
No
Returns
50%
50%
Yes
No
Customer groups
50%
49%
1%
0%
0%
Delivery of catalogs athome or business
Distributors (defined ascustomers who
purchase at wholesaleprices and on sell toend user customers)
Preferred customers(defined as customers
who purchase atwholesale prices but arenot permitted to on sell)
Non-ISPs
Other
Post-sale
50%
50%
25%
0%
Assess their salesexperience
Assess their likelihoodto purchase in the
future
Assess their likelihoodof participating as an
ISP
Other
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Women under 45 who live in Santa Cruz is the main target for companies
Customers Characteristics
Gender
Female
79%
Male21%
Age
Less than 251%
25-35 years37%
36-45 years44%
46-55 years15%
More tan 55 years3%
Santa Cruz51%
La Paz12%
El Alto13%
Cochabamba11%
Other Cities13%
Demography
Target
Yes100%
Is this customer group specifically targeted?
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Regulaciones
50% of the companies spend 180 full time days per year on compliance and other
regulatory issues across the firm, the other half does not have the time calculated
80% of the companies offer a money back or a customer satisfaction guarantee that
exceeds pre-established days of use
83% of the companies employ staff specifically to comply with regulatory issues
50% of the companies say that current regulations adversely affect their ability to service
any markets
What improvements could be made to the current regulatory environment?
-Administrative simplification and shorter times
-Laws must be clear and specific
-The government through the Sector Authority is looking for how to get money.
-The complexity of government regulations
-Evaluation staff restructuration
-Standardization of criteria
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• Tax culture, sellers Ignore the norm.
• Informality, payment focus, tax, and regulatory issues.
• Fraud, many people confuse this industry with the
pyramids.
• Lack of training regarding the sales prices and
margins sellers can obtain.
• Smuggling and Informality of some non-established
companies
• Tax and labor regulations
• It is difficult to reach the end customer when the
promoter/entrepreneur/representative/seller is
involved
• Government regulations, the competition environment
is harmful
• The flexibility of schedules, additional income, no
academic training needed, quality products door to
door
• Low investment to start, the same opportunities for all
people
• Highly massive and horizontal channel that allows
selling products quickly.
• The greatest strength of direct sales is that a large
number of customers can be reached through a
trained Sales Force
• Segmentation and global trends. Entrepreneurship,
technology that makes the purchase and logistics of
deliveries easier
• Strengthening the guild
• Interact more with government entities to clarify tax laws
that allow growth
• look for better life quality, stimulating the economy
• Digitization
Threats:
Direct Selling Industry
Strengths: Weaknesses:
Opportunities:
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Direct Selling Companies Conclusions
ASOEM companies mention that 39% of their sales are in the city of Santa Cruz.
Door-to-door is the main sales channel, followed by group sales, demonstrations; Due
to the type of structure, the single level predominates with 56%.
96% of the revenues come from direct sales; 69% of active personnel. According to
the number of sellers, they indicated having both at the beginning, at the end and the
number of recruited in the 2018 period. The turnover rate of the staff is 57%.
When consulting about its best area and why the performance is good, 71% mention
that it is because of the demographic characteristics of the region, the region has
more acceptance for the products offered; 57% mention the effort of the sales team.
May, July, and December are the best sales months, which means that the middle
and the end of the year's highest sales are achieved; The advantages of direct selling
are the ease of introducing new products, better customer relationships more facilities
to enter the market. The best-used techniques are multilevel, group sales, door to
door and catalogues.
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Direct Selling Companies Conclusions
The main differentiation recognized by ASOEM companies versus their competitors is
the quality of the products, the convenience and the value delivered by the products.
Companies mention they support their sales forces through sales training, sales
campaigns and the complaints system or customer service. New sellers are mainly
recruited by current sellers.
The sales force is conformed mainly by women aged 25 and 45; 46% who buy
products for personal use. Half of the companies recognize that they have customers
who return products. Some companies have a post-sales experience system; The
perception of the customers they have is similar to the sales forces in gender and age
characteristics.
Regarding regulatory issues, companies agree that the current bureaucracy harms in
time and money terms since external staff is needed to comply with all the regulations
that the government requires. As for strengths, the flexibility of schedules, the low
investment necessary to participate and a large number of customers that can be
reached through a trained Sales Force. Such as weaknesses, lack of training is the
main argument to improve; as opportunities, segmentation, technology and the
strengthening of the guild. Informality remains the main threat to the sector, as well as
the regulations mentioned above.
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Conclusiones
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Final Conclusions
The study shows that in terms of customer profiles, both companies and resellers are
aligned with the data obtained from this segment, indicating that the alignment is
consistent with the correct target.
Sellers consider quality to be one of the most important detonators of purchase, as
well as prices compared to competing products. However reviewing past customer
results they consider the quality decline and price increase, as purchase
demotivators.
What is worth noting is that communication about the quality of the products offered
through direct sales is what is delivered. Companies, sellers and customers believe
that the products offered have the quality that was initially offered.
Regarding turnover staff analysis, in the chapter of companies it was observed a quite
high, (57%), which corroborates the chapter of the general public where there is an
increase in people who have ventured into direct sales sometime compared to 2016,
but there are no significant variations in the query on whether it continues to work as
a seller.
Sellers and direct sales companies, agree on the need for training. Sellers are the
face of the companies in front of customers since they (sellers) see that it is
necessary to boost sales.
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85
Final Conclusions
Throughout the study, differences between motivators and demotivators are observed
mainly between cities, which can help the strategies of each company according to
sales projections, growth decisions to be made, as well as sellers who have a greater
predisposition of time and need to enter the in the industry.
As for satisfaction, although it is a low indicator, it also result of the country general
situation. Recession and uncertainties make people stop buying, or make sales
tactics more complicated, to be able to reach their goals.
The satisfaction scores of the study are related to the sale in general and do not
reflect the satisfaction with the companies, but it could be considered as a basis for
comparison with independent measurements.
One of the opportunities that are visualized is that many sellers manage an average
of 2 items, which would support alliances to develop strategies not only for
communication between ASOEM companies but also as cost minimization being more
effective in different areas, which would also support the suggested action of
strengthening the guild.
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Cosmetics & Personal Care
57%
Clothing & Accessories
17%
Household Goods & Durables
9%
Wellness (Nutrition,
supplements…)9%
Jewelry & Bijouterie
8%
GDP Bolivia
USD 40
Billion
Direct
SellingUSD 395 MM
Direct selling
contributes
0,97% to Bolivian
GDP
GDP and annual spend
DIRECT SELLING CATEGORIES SCZ LPZ EAL CBBA OTHER BOLIVIA
Annual Dollars in Cosmetics & Personal Care 101.939.655 17.615.154 28.400.250 31.237.500 44.798.140 223.990.699
Annual Dollars in Clothing & Accessories 19.152.299 8.846.897 9.401.462 16.150.000 13.387.664 66.938.322
Annual Dollars in Household Goods & Durables 14.827.586 4.600.386 7.312.248 3.683.333 7.605.889 38.029.443
Annual Dollars in Wellness (Nutrition, supplements…) 16.310.345 4.334.979 3.525.548 3.315.000 6.871.468 34.357.341
Annual Dollars in Jewelry & Imitation jewelry 13.437.500 1.582.611 3.917.276 6.375.000 6.328.097 31.640.484
ANNUAL DOLLARS SPENT ON DIRECT SALE 165.667.385 36.980.028 52.556.784 60.760.833 78.991.258 394.956.288
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62%
12%
9%
10%
8%
Cosmetics &Personal Care
Clothing &Accessories
Household Goods& Durables
Wellness
Jewelry &Bijouterie
48%
24%
12%
12%
4%
Cosmetics &Personal Care
Clothing &Accessories
Household Goods &Durables
Wellness
Jewelry & Bijouterie
54%
18%
14%
7%
7%
Cosmetics &Personal Care
Clothing &Accessories
Household Goods &Durables
Wellness
Jewelry & Bijouterie
51%
27%
6%
5%
10%
Cosmetics &Personal Care
Clothing &Accessories
Household Goods &Durables
Wellness
Jewelry & Bijouterie
Santa Cruz(weight 42%)
La Paz(weight 9%)
El Alto(weight 13%)
Cochabamba(weight 15%)
Resto(weight 20%)
BOLIVIA
weight SCZ main categories weight LPZ main categories weight El Alto main categories weight CBA main categories
Annual spend
DIRECT SELLING CATEGORIES SCZ LPZ EAL CBBA OTHER BOLIVIA
Annual Dollars in Cosmetics & Personal Care 101.939.655 17.615.154 28.400.250 31.237.500 44.798.140 223.990.699
Annual Dollars in Clothing & Accessories 19.152.299 8.846.897 9.401.462 16.150.000 13.387.664 66.938.322
Annual Dollars in Household Goods & Durables 14.827.586 4.600.386 7.312.248 3.683.333 7.605.889 38.029.443
Annual Dollars in Wellness (Nutrition, supplements…) 16.310.345 4.334.979 3.525.548 3.315.000 6.871.468 34.357.341
Annual Dollars in Jewelry & Imitation jewelry 13.437.500 1.582.611 3.917.276 6.375.000 6.328.097 31.640.484
ANNUAL DOLLARS SPENT ON DIRECT SALE 165.667.385 36.980.028 52.556.784 60.760.833 78.991.258 394.956.288
SCZ42%
LPZ9%
EAL13%
CBBA16%
Other20%
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w w w . c a p t u r a c o n s u l t i n g . c o m
Specialists in market research and opinión
studies
Bolivia - Santa Cruz - Av. San Martín - Comercial
El Chuubi - of. 22 - Phone / fax (591) (3) 3360606
Bolivia - La Paz - Av. 6 de Agosto 2700 - Torre
CADECO - of. 903 - Phone / fax (591) (2) 2124904