Nathalie Worp
The surveys that have been held on the streets of Lima resulted in 234 responses. Various numbers and facts about the target group (upper-middle class of Lima) are stated below.
Numbers and facts and conclusions about...
PRODUCTS
What do the respondents value in a product and what do they not value. What kind of product do the respondents like to buy and for whom do they like to buy products? All different conclusions drawn from the results on the survey are being exposed in the following document.
Conclusion
From the facts and numbers illustrated above we can extract the following conclusions:
- The respondents find it important that a product has a good price, is nicely packaged, is good for the environment, is sustainable, is useful and looks good.
- The respondents find the following factors less important: that the product is from a famous brand, the store where they buy the product and that the product is made in Peru.
- In general, the respondents buy clothes and accessories most often. As well for themselves as a present. Other products that are being bought are electronics, furniture and decoration.
- 76% of the respondents buy presents for their family most often
PRICE
Regarding prices, what is the respondent's’ buying behaviour: ‘’how much would they pay for luxury products. How much do they spend on presents? Would the respondents pay more if they knew the product is made out of recycled products? How much would they pay more? The following illustrations and numbers show the answers to these questions:
Conclusion
The following conclusions regarding the price of the product can be made:
- Following from the questions about the willingness to pay for luxury products it appeared that the respondents are willing to pay prices within the following price ranges for the different products:
1. Perfume 50-150 soles
2. Backpack 75-150 soles
3. Chair made out of plastic material: 75-150 soles. - Almost half of the respondents mention that they always compare prices while buying a product and a third of the respondents mention that they compare prices if it’s possible. The target group is aware of prices and find it important to compare prices.
- The respondents are willing to pay more for a product that contributes to the environment. The respondents would pay 14% more for a product that is good for the environment, computed on the basis of a calculation with weighing factors taken into account. The target group cares for the environment and expresses this besides changing habits also in the price they would pay for a product.
- On average, people spend 96,5 soles (27 euro) on a present. If this depends on age will be researched through a statistical test.
A product in the price category from 50-150 soles is desired. The price of a present is included within this price range which could be an important factor by creating a product. Furthermore a 14% addition can be placed on the price, since people care about the environment and are willing to pay more for such product.
LOCATION
This section focuses on the following questions: What districts do the respondents frequently visit to do shopping? What kind of stores do they visit frequently? In this section, numbers and facts about the places where the respondents buy their products are being stated.
Conclusions:
- Restaurants and supermarkets are the places visited the most by the respondents. They visit these places every week. Since these are places where people buy their primary needs (food) and since there is a lunch culture in Peru of going to restaurants, it is a logical consequence that restaurants and supermarkets are visited most often.
- Clothing stores are visited by the majority of the target group once a month to once half a year. After the supermarket and restaurant visits, clothing shops are visited most often. This is aligned with the fact that people buy clothes very often.
- Design stores and art exhibitions are not often visited; a minority of the respondents visits these places once in half a year, but approximately a third of the respondents mention that they never visit these places.
- The district that is visited the most for shopping is Miraflores with 33,8% of the respondents shopping here. Furthermore it appeared that most people shop close or in the same district as where they live. The maximum time people are willing to travel to reach their shopping area is 15-30 minutes.
- Online shopping is done by the majority of the respondents, but looking at the frequency of online shopping, buying products online is not that popular (average of once in half a year). 30% of the respondents never buys online. The products that are sold most often online are clothes and electronic products. The motives why people would buy online were: special offers, variety and security.
The frequency of visiting the different kind of stores could give us information about what kind of product could be produced.
PROMOTION
The section promotion was focused on the sources through which people receive information and advertisements about products and what type of source they use to find information about products and which they find annoying.
Conclusions
- The respondents receive most promotion, advertisement and information about products through internet and social networks.
- The source that is used most often for looking up information and advertisements about products is internet. 75% of the respondents use the internet; 10% use social networks such as facebook (also a form of internet) and the other 10% receive word to mouth promotion.
- The respondents mention that they find pop-ups and banners on the internet the most annoying manner of promotion.
- The target group is really active on the internet and receive most of their information through this source. Tv and other media sources are twice less popular than internet.
AWARENESS
The last part of the questionnaire brings the current awareness of people about the environment in view. Do people find it important to care for the environment? Do they contribute by certain habits already? Do they find it important to show that they are contributing if they do so?
Conclusions:
- The respondents all find it very important to live healthy and conscious and do care about the environment. They realize that because of their own habits, the environment is in it’s current state. They think that with changing their own habits, they could mean something in helping and improve the health of their environment. They mention that small actions can cause big changes and that if everyone does a little, together they achieve big results. By consuming less and more consciously, they could save on creating waste. More than two third of the people seperate waste at their home.
- Almost two third of the people have recycled products at their home. 33% of the respondents note that they don’t have recycled products at home, but that they would love to have them.
- If people have recycled products these products are mostly in the category furniture.
Other categories that are popular are: clothing and accessories, office products, and art. - One third of the respondents know or have heard from L.O.O.P., but most of the respondents don’t know the company.
- a small part of the respondents is member of an environmental orientated movement (15%), but the majority of the respondents point out that they would love to join such movement.
- Showing that you are being green is very important for half of the target group; the other half also find it important to show that you contribute, but don’t want to draw the attention.
Statistical tests
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, suggesting conclusions, and supporting decision-making. In this research, analysis of the data is done through the program SPSS. (Statistical Package for the Social Sciences) In order to draw conclusion from the collected data, a few analysis methods need to be performed. The methods that are used are regression analysis, cross tabs and frequency description.
Further conclusions
Based on the data from the respondents can be concluded that people from age 25-35 care more for the environment than people of other age categories do. (younger than 25 and older than 35) Taking this result into account the decision is made to narrow down target group to the age category 25-35 in order to obtain goal-oriented information. Based on this conclusion, it is important to analyse the data to find out which aspects characterize this age category. The conclusions, as stated below, are analysed in SPSS.
Within this 25 to 35 age category that finds contributing and caring for the environment more important than other age categories:
- 58.9% are women and 41.1% are men.
- 20% lives in Miraflores , 11.6% in Surco , 11,6% in Barranco, 7.4% in San Isidro, 6.3% in San Borja.
The data shows that people in Lima from age 25-35:
- Would like to pay 14.2% more for products that contribute to the environment
- Pay on average 93.87 soles (25,60 Euro) for a present
- Find the factors: packaging, attractive, useful and price very important in a product
- Find ‘the store where they buy it’ and ‘that it is made in Peru’ mediate important
- Find ‘that the product is from a well known brand’ not important
- Buy electronics, clothing&accessories and office products most often most often
- 79% buys presents for their family most often (21% buys presents for friends most often)
- willing to drive on average 32 minutes to go to a shopping centre.
- 92% is actually willing to pay more for products that contribute to the environment
- 16% is a member of an environmental organisation, 68% is not but is interested in signing up and 16% is not interested at all.
- 48% knows L.O.O.P.
- Like to show that they contribute to the environment but they don’t want to draw attention
- Shop most often in Miraflores and Barranco. They also shop in San Borja and San Isidro.
- 50% would buy the L.O.O.P. bag, 20% finds it quite expensive.
- Buy online, some of them even buy products online every month.
- Online they buy electronics, clothing&accessories, furniture and art products
- 32% would like to buy products made out of recycled material
- 75% separates their waste at home
- Use the internet as a main source to find information about products.