Lifestyle Segmentation of Chinese Consumers

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Lifestyle Segmentation of Chinese Consumers

• Forest Ma
• Senior Research Manager
• CMMS Department
• Sinomonitor International

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Lifestyle Segmentation
Lifestyles
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Social Grades (SES)
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Social Grades (SES)

• Social grade classification is based on

17 variables were used in the social grade
classification
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Life-Orientation
Life-orientation
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Fashion-oriented

• Impulsive, affective and Sociable
• Prefer fashionable to Practical
• Dependent and easily swayed by advertising
• Not ready to take responsibility

7
Achievement-oriented

• Goal-oriented Rational
• Confident, decisive independent
• Likes challenge novelty
• Likes to take responsibility

8
Tradition-oriented

• Old fashioned and conservative
• Family-oriented
• Prefer practical to fashionable
• Not easily swayed by ads
• Generally price-concerned

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Moderation-oriented

• Usually express neither very positive nor
  negative attitudes towards different issues.

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Lifestyles of Chinese
Affluent
Moderately Wealthy
Working Class
Life-orientations
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Data source CMMS

• Data source The China Market and
  Media Study (CMMS 2003 Autumn)

• Single-source study since 1997
• Covers 30 key cities in China
• Sample 70,000 respondents between 15-64 years
  old interviewed each year
• Sampling PPS

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Data source CMMS
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Data source CMMS
GLOBAL TGI Covers 51 countries

CMMS CHINA TGI
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Applications
Understand Consumer
Lifestyles
Product Position
Communication and Marketing
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Applications-Cigarettes

• CASE One Cigarettes

HongMei
ZhongNanHai
HongTaShang
HongHe
BASE Beijing Smoking People
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Applications- Cigarette
Used most often in past year
Brand Position
17
Applications- Cigarette
Achievement-oriented

• Goal-oriented
• Independent
• Likes challenge
• Full of confidence

Creative Ads
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Applications- Cigarette
Where shall I put my outdoor billboard?
Media Selection
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Applications- Cigarette
Traveled by in past month
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Applications- Cigarette
Where shall I put out my outdoor billboard?
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Applications-Refrigerators
Refrigerators-owned in the family?
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Applications-Drinks
Coca Cola VS Pepsi Cola Drink most often in
past year TGI
BASEDrink colas in past year
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Conclusion
A Useful Tool for Communication Planning

• Single source study since 1997
• 30 cites
• 70000 respondent each year
• 130 product
• 5000 brand
• 1000 media
• Leisure and Acitivity