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Targeting consumer occasions in Asia-PacificPublished by: Datamonitor Published: Jan. 28, 2004 - 96 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Going out 3 Staying in 5 Entertaining at home 6 Action Points 7 Going out 7 Staying in 9 Entertaining at home 10 CHAPTER 2 INTRODUCTION 17 Who is the target reader? 18 How to use this report? 18 Scope 18 Definitions 18 CHAPTER 3 GOING OUT 20 ‘Value-for-time’ and going out occassions 20 Eating out 21 Drivers of the dining and drinking out trend 24 Social mega-trends 24 Specific drivers of going out 27 Consumer attitudes 30 Conclusion 31 CHAPTER 4 STAYING IN 33 Key trends in the staying in universe 34 Staying in occasions are becoming less frequent 34 The number of at-home dinners is decreasing by more than staying-in occasions 34 Scratch food is growing in popularity 34 Working women are driving convenience food spend 35 In-home snacking is increasing despite a decline in staying-in 35 Staying-in snacking habits - differences by gender and living status 36 Snacking by stage-of-evening 36 At-home pampering routines - differences by gender 47 Frequency of pampering 47 Pampering routines 48 Motivation for pampering at-home 49 Conclusion 51 CHAPTER 5 ENTERTAINING AT HOME 53 Drivers of the entertaining at home trend 53 Economic climate 53 Media impact 53 Increased exposure to new flavors and styles 56 Retailer influence 58 Changing nature of gatherings 58 Confidence and cost 58 Increasing informality 60 Impact of lifestage on frequency 61 Conclusion 64 Consumer segmentation by party preparation requirement 65 CHAPTER 6 ACTION POINTS 68 Going out 68 Establish a bridgehead in the service channels 68 Account for greater going out during the working week 70 Use service trends as a strategic lever for your retail business 71 Give consumers premiumization and indulgence 72 Capitalize on emerging trends in going out, such as the rising interest in healthier products and innovative flavors 73 Adapt personal care offerings to consumer needs 75 Staying-in 77 Target staying-in occasions with premium and/or specialty offerings 77 Adapt marketing to the annual and weekly cyclical nature of staying-in 79 Facilitate consumers going out with in-home solutions 81 Entertaining at home 82 Leverage convenience needs of party hosts 82 Extend hosting a gathering to an all-year-round activity 84 Use specific targeting to enhance the wider brand 88 Emphasize gatherings as an opportunity for indulgence 89 CHAPTER 7 APPENDIX 92 Definitions 92 Research methodology 93 Bibliography 93 Datamonitor custom research capabilities 94 SPP writing team 95 How to contact experts in your industry 96 AbstractThis report examines consumer behavior in routine and special occasions. Such occasions include staying in, going out and entertaining at home. Knowing how consumers behave at these times is vital to marketers as they try to identify emerging trends and target suitable products and services at receptive consumers. The report provides an examination of the drivers of in-home parties - each affecting style of party, frequency, and type of food/drinks served. Use this report to understand how to adapt product portfolios and distribution channel decisions to the increasing tendency of consumers to go out during the week. Recognize how foodservice experiences affect consumers' choice of goods in retail channels - providing both business opportunities and threats and develop winning strategies to target ‘special nights in’ at-home.Get Full Details About This Report >> |
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