Who do you think you are?
September 14, 2004 | 12:00am
That’s the intriguing question raised by a research study that offers unique insights into consumer behavior (and misbehavior?).
3D, a research study commissioned by Mindshare, sifted through the buying habits of the Philippine population to give marketers the unique edge in discovering their most profitable market and identifying the best media vehicles to target it.
The research database gets into the nitty-gritty of the consumers’ social behavior, their attitudes and motivations. It combines these insights with media behavior, product usage, lifestyle and demographics to give marketers a truly three-dimensional picture (hence the name 3D) of their competitive battleground.
This helps people in the fields of marketing, advertising and communications to come up with more effective, creative and targeted promotions to sell a product or a specialized service.
To build the database, here’s a birds’-eye view of how this 3D study was done: Some 2,000 respondents , aged 15 and up, were chosen from six locations around the country – Metro Manila, Naga, Legaspi, Cebu, Dagupan and Davao. The study covered 24 categories, 360 brands and 325 attitude statements.
So, read on and find out who you are – or to which cluster group of Philippine society you happen to belong:
• Attention seekers. Significantly male, more than half are single and living alone. This group doesn’t read labels (except maybe those on signature brands) and buys impulsively. They are very easily influenced and can be sales talked into buying brands popular in the US of A and those endorsed by celebrities.
• Traditional homemakers. They’re basically housewives with very traditional family and religious values. They are not affected by technology and probably not Internet-savvy. They don’t really care about standing out in a crowd and being different. But they are extremely calculating shoppers.
• Escapists. They’re significantly female and are likely to be full-time housewives with dependent kids. They’re TV junkies and believe what they read in the papers. Most of those belonging to this group are main income earners (usually blue-collar workers) and are not image conscious. However, they do love shopping, but are unlikely to spend impulsively.
• Young affluent progressives. They’re likely to be male, single, young (15 to 24 years old), some of them students. They’re easy to pick out from a crowd because they’re the most sociable, confident and outgoing. Unlike the traditional homemakers, this group keeps itself abreast with the latest in technology, is very modern and image conscious. But while they’re open to foreign culture (like the great white American way), they’re sticklers for traditional family values.
• Idealists. They are main income earners (read: blue-collar) with a strong positive attitude towards the country and the government. But while they have a low household income, they are very image conscious and believe it is important to look good in order to impress. After all, don’t first impressions last? They also want to be seen using the latest brands.
MindShare Philippines has a lot more to share. For more info on 3D, marketers can call Mitos Borromeo, managing director of MindShare Philippines, at 885-7001.
Did you know that Sept. 18-19 is "Clean Up the World" weekend? To mark the week, the Young Professionals Network for Earth-Friendly Action (YPNET) is launching its "Linis Barangayan: Tayo nang Mag-Segregate" on Saturday, Sept. 18 at Barangay Pinyahan, Diliman, Quezon City, from 8 a.m. to 4 p.m.
The clean-up drive is YPNET’s contribution to the implementation of the Ecological Solid Waste Management Act (RA 9003). YPNET is a volunteer group composed of young urban upwardly mobile professionals who have bonded together for a cause: To raise public awareness on and appreciation of environmental and development issues. They’re a rare breed of individuals who have committed their extra time outside of family and work to do advocacy, networking or whatever it takes to protect and preserve the environment.
Highlights of the celebration are a lecture on proper waste segregation and management, cleaning up of the barangay and the setting up of a recyclables collection booth/desk where residents and the public can bring their recyclables, to be collected by YPNET in cooperation with Linis-Ganda. You can either sell or donate them – either way, the environment benefits.
And because this campaign is no one-shot deal, expect to see YPNET volunteers making the rounds of Metro Manila barangays once or twice a month. Which brings us to another important announcement: The group is in dire need of volunteers. No age requirement. The only thing required is that you have the passion and energy to help.
If you think you have this, get in touch with YPNET via ypnet@pacific.net.ph or call 0916-5833890 (ask for Mei) or 0916-4506517 (Froilan).
Hope it’s a clean sweep for these yuppies behind this clean-up campaign.
We’d love to hear from you. E-mail us at ching_alano@yahoo.com.
3D, a research study commissioned by Mindshare, sifted through the buying habits of the Philippine population to give marketers the unique edge in discovering their most profitable market and identifying the best media vehicles to target it.
The research database gets into the nitty-gritty of the consumers’ social behavior, their attitudes and motivations. It combines these insights with media behavior, product usage, lifestyle and demographics to give marketers a truly three-dimensional picture (hence the name 3D) of their competitive battleground.
This helps people in the fields of marketing, advertising and communications to come up with more effective, creative and targeted promotions to sell a product or a specialized service.
To build the database, here’s a birds’-eye view of how this 3D study was done: Some 2,000 respondents , aged 15 and up, were chosen from six locations around the country – Metro Manila, Naga, Legaspi, Cebu, Dagupan and Davao. The study covered 24 categories, 360 brands and 325 attitude statements.
So, read on and find out who you are – or to which cluster group of Philippine society you happen to belong:
• Attention seekers. Significantly male, more than half are single and living alone. This group doesn’t read labels (except maybe those on signature brands) and buys impulsively. They are very easily influenced and can be sales talked into buying brands popular in the US of A and those endorsed by celebrities.
• Traditional homemakers. They’re basically housewives with very traditional family and religious values. They are not affected by technology and probably not Internet-savvy. They don’t really care about standing out in a crowd and being different. But they are extremely calculating shoppers.
• Escapists. They’re significantly female and are likely to be full-time housewives with dependent kids. They’re TV junkies and believe what they read in the papers. Most of those belonging to this group are main income earners (usually blue-collar workers) and are not image conscious. However, they do love shopping, but are unlikely to spend impulsively.
• Young affluent progressives. They’re likely to be male, single, young (15 to 24 years old), some of them students. They’re easy to pick out from a crowd because they’re the most sociable, confident and outgoing. Unlike the traditional homemakers, this group keeps itself abreast with the latest in technology, is very modern and image conscious. But while they’re open to foreign culture (like the great white American way), they’re sticklers for traditional family values.
• Idealists. They are main income earners (read: blue-collar) with a strong positive attitude towards the country and the government. But while they have a low household income, they are very image conscious and believe it is important to look good in order to impress. After all, don’t first impressions last? They also want to be seen using the latest brands.
MindShare Philippines has a lot more to share. For more info on 3D, marketers can call Mitos Borromeo, managing director of MindShare Philippines, at 885-7001.
The clean-up drive is YPNET’s contribution to the implementation of the Ecological Solid Waste Management Act (RA 9003). YPNET is a volunteer group composed of young urban upwardly mobile professionals who have bonded together for a cause: To raise public awareness on and appreciation of environmental and development issues. They’re a rare breed of individuals who have committed their extra time outside of family and work to do advocacy, networking or whatever it takes to protect and preserve the environment.
Highlights of the celebration are a lecture on proper waste segregation and management, cleaning up of the barangay and the setting up of a recyclables collection booth/desk where residents and the public can bring their recyclables, to be collected by YPNET in cooperation with Linis-Ganda. You can either sell or donate them – either way, the environment benefits.
And because this campaign is no one-shot deal, expect to see YPNET volunteers making the rounds of Metro Manila barangays once or twice a month. Which brings us to another important announcement: The group is in dire need of volunteers. No age requirement. The only thing required is that you have the passion and energy to help.
If you think you have this, get in touch with YPNET via ypnet@pacific.net.ph or call 0916-5833890 (ask for Mei) or 0916-4506517 (Froilan).
Hope it’s a clean sweep for these yuppies behind this clean-up campaign.
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