Presentation on theme: "China Buys A CrowdSurvey Production Carbonated Drink Purchases Findings of a survey conducted June 3, 2014."— Presentation transcript:
China Buys A CrowdSurvey Production Carbonated Drink Purchases Findings of a survey conducted June 3, 2014
China Buys Past series of reports: 1.Domestic Milk Report 2.Imported Milk Report 3.Yoghurt Report 4.100% Juice Report 5.Mixed Juice Report 6.Milk Powder Report 7.Bottled Water Report Current: 8.Carbonated Drink Report Future series of reports: 9.Energy Drink Report 10. Yoghurt Drink Report 11. Tea Report 12. Coffee Report 13. Beer Report 14.Yellow Rice Wine Report 15. White Wine Report 16. Red Wine Report 17. Shampoo Report 18. Hair Conditioner Report 19. Body Wash Report 20. Sunscreen Report 21. Facial Wash Report And More is going on……
China Buys China Buys is a new series of reports on the purchasing behavior of those who will be the heart of China—that part of the population under age 40 that is enabled in more than one sense of the word. China Buys will ask large number of consumers every week where they buy different products, what brands they have bought recently and what brands they will buy in the near future. We will then look at the differences between consumers—do women buy differently from men? Do consumers in one province buy differently than another? How does age impact purchase location and preference? And we will bring these answers to you within a week. This is the first of a series of reports on surveys conducted by CrowdSurvey, China’s largest mobile research panel. Copyright CrowdSurvey, a joint venture of Weichaishi and nQuire China.
China Buys Carbonated Drinks This survey is about Chinese purchases of carbonated drinks. We asked 6,087 consumers to tell us about their past purchases of carbonated drinks, the locations where they bought it and how frequently they purchase carbonated drinks. This is a companion report to previous surveys on bottled water and energy drinks published earlier this month.
Key Findings One key finding of this survey is that males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day. Coca Cola stands head and shoulders above other brands with 48% of all mentions. Mentions of Coca Cola climbed steadily with age, from 46% for 18-24 year olds to 60% for those over 40. Almost half (45%) of respondents purchase at least a few times a week. Males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day.
Who We Talked To—And Who We Didn’t Readers are strongly advised to look carefully at the demographics section at the end of this report. There are only a handful of respondents over the age of 60, for example. On the other hand, we achieved very good geographic representation, with respondents coming from almost 200 cities in every province in China. Their incomes look fairly representative, as do their educational achievements. Only a third of our respondents are married—that’s far lower than for China’s under 40s as a whole, but understandable when we see that 45% of our respondents are under age 25. This report is not intended to represent the opinions or behavior of all of China. It captures meaningful data about the consumers whose decisions and attitudes will be important to businesses all over the world. Our survey was conducted using a questionnaire delivered by mobile applications on smart phones. That alone means that we had no access to those without smartphones, nor to those who shy away from downloading mobile apps.
Q1: Where do you most frequently buy Carbonated Drinks? Although almost half (46%) of carbonated drink mentions were of purchases at supermarkets, convenience stores did far better than they did in other drink categories at 35%. Propensity for purchasing carbonated drinks at convenience stores declined steadily with age. Respondents earning less than 15,000 RMB per month were also more likely to use convenience stores. But the biggest predictor of convenience store purchase is marital status—unmarried respondents were much more likely to use convenience stores for carbonated drink purchases.
Q2. What was the brand of New Carbonated Drinks you purchased most frequently last month? Coca Cola stands head and shoulders above other brands with 48% of all mentions. Pepsi and another Coca Cola brand, Sprite, are close competitors for second and third place. No other brand got more than 3% of mentions. Mentions of Coca Cola climbed steadily with age, from 46% for 18- 24 year olds to 60% for 40-49 year olds.
Q3. How frequently do you purchase ? Carbonated drinks are not purchased daily by most respondents, but almost half (45%) purchase at least a few times a week. Males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day.
If You Need More Information One key finding of this survey is that males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day. We hope this information is valuable. We offer it to you for free. (Of course, we hope that you will want more information that we can charge you for. Not too much—just 3,000 RMB.) If you do want more information please send an email to email@example.com. firstname.lastname@example.org
Methodology CrowdSurvey is powered by China’s largest crowdsourcing company Weichaishi and nQuire China, a full service market research company headquartered in Shanghai. Respondents are recruited by an invite placed on their Weichaishi mobile application. Those who complete the survey are rewarded with 0.2 yuan. The survey consists of three questions and is part of their welcome dashboard when they start the mobile app. All of Weichaishi’s users are eligible to participate.
Demographics 1 Age -As we have mentioned in the report, our respondents are younger than China as a whole. Only 5% of respondents are over age 40.
Demographics 2 Gender - As is often the case with surveys conducted electronically, slightly more women than men participated in the study