消费者洞察PPT课件

对18-34岁人群来讲重要性高的价值观
Values of HIGHER importance to 18-34s
%pts
音乐Music 友谊Friendship 智慧Wisdom 浪漫Romance 各色的生活A varied life 野心Ambition 思想开阔Open mindednes 创造力Creativity
中国China
对男性来讲重要性高的价值观
Values of HIGHER importance to Men
%pts
保护家庭Protecting the family 完成工作 Fulfilling work 勇气Courage 创造力Creativity 人与人间的扶持Personal support 坚定不移Perseverance
公共形象Public image
+6%
1. 保护家庭Protecting the family64% 身份Status 2. 社会安定Social stability 59%
+6%
3. 自我尊重Self esteem 58%
4. 知识Knowledge
53%
5. 诚实Honesty
53%
6. 健康Health and fitness 49%
43%
15.享受生活Enjoying life 41%
在中国重要性低的价值观(相对于全球)
Values of LOWER importance in country than 35%
信仰Faith
-18%
友谊Friendship
-17%
Helpfulness
我喜欢与伙伴们呆在一起，共度时光，共同分享。
CONSUMER CULTURAL ROOTS / IDENTITY 消费文化根源/文化识别 My culture, heritage and roots are very important to me. 我祖辈的文化，传统和根源对我来说十分重要。
ROMANCE / FLIRT 浪漫/调情 I love playing the mating game. From flirting, to dating, to genuine intimacy.
+17% +15 +13% +13% +13% +13% +12% +12%
对35岁以上人群来讲重要性高的价值观
Values of HIGHER importance to 35s+
%pts
社会稳定Social stability 职责Duty 公平Justice
+12% +10% +7%
Source: Roper
+13% +8% +8% +7% +7% +7%
对女性来讲重要性高的价值观
Values of HIGHER importance to Women
美貌Beauty 物质保证Material security 过的愉快Having fun 享受生活Enjoying life
%pts
+10% +9% +6% +6%
我只是想摆脱日常生活中的压力，挫折和争论。
BOOST 活跃,使兴奋 I want a buzz, something with a bit of energy to keep me going. 我想要一种振动的，一种充满能量的东西推动我继续前进。
EVERYDAY FRIENDLINESS 友好(每天见面的朋友) I like hanging out with my mates, passing time together, sharing stuff.
-16%
性Sex
-15%
稳定的个人关系Stable personal relationships -5%
好奇心Curiosity
-14%
服从Obedience
-14%
Source: Roper
逐渐重要的价值观 Growing Values
2003 vs 1998
%pts
过的愉快Having fun 知识 Knowledge 智慧Wisdom 完成工作Fulfilling work 财富 Wealth 享受生活Enjoying life 兴奋Excitement 各色的生活A varied life
中国China
在中国重要性高的价值观(相对于全球)
Values of HIGHER importance
价值观Values 2003
(Top 2 Box)
in country than global%lypts
社会安定Social stability 财富Wealth 权利Power
+19% +18% +8%
+21% +17% +16% +16% +16% +13% +11% +10%
衰退中的价值观 Declining Values
2003 vs 1998
%pts
稳定的个人关系Stable personal relationships -7%
尊重祖先Respecting ancestors
-6%
Source: Roper
7. 智慧Wisdom
48%
8. 责任Duty
47%
9. 永衡的爱Enduring love 46%
10. 完成工作Fulfilling work 45%
11.自我依靠Self reliance 44%
12. 财富Wealth
43%
13. 物质保证Mateial security 43%
14.正义Justice
我渴望清新、爽快、焕然一新的状态
TASTE STIMULATION 味觉刺激 I like to have my senses stimulated. I like a taste with character.
我喜欢我的味觉得到刺激。我喜欢有特色的味道。
STRESS RELIEF 释放压力 I just need to get away from the stress, frustrations and hassles of everyday life.
QUENCH THIRST 解渴 I just want something to quench my thirst right now.
我需要某些东西马上解决我的口渴。
REFRESHMENT 清爽刺激 I want cool, invigorating, cleansing refreshment.