南非冰箱bosch用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSRefrigerators:

Bosch

owners

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBosch

owners

in

SouthAfrica:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Bosch

owners

inSouthAfrica(’’brandusers’’)

againstSouthAfricanrefrigerator

owners

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBosch

is

the

sixth

most

owned

refrigerator

brand

in

South

Africa

with

Defy

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinSouth

AfricaDefySamsungHisenseKIC29%18%16%15%LG12%BoschWhirlpoolAEG3%1%1%Smeg1%0%Siemens4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1837,

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

refrigerator

owners

owning

Bosch

stayed

the

same

since

Q1

of2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBosch3%3%3%3%2%2%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=36

-

51

Boschowners,n=1837

-1949

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023Bosch

owners

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBosch

ismore

popularamongGeneration

Xthanother

refrigeratorbrands.Making

theirown

decisions

ismoreimportant

to

Bosch

owners

than

toother

refrigerator

owners.Itstands

out

that41%

ofBosch

ownerssaythatelectronics

are

astatus

symbolforthem.Bosch

owners

access

theinternet

viaatabletmore

often

thantheaveragerefrigerator

owner.There

is

afairlyeven

splitofmale

andfemale

Bosch

owners.Traveling

isarelatively

prevalentinterest

of

Bosch

owners.33%

ofBosch

owners

areinnovators

orearly

adoptersof

new

products.Bosch

owners

tendtoposttextsandstatusupdatesmore

often

thanotherrefrigerator

owners.Bosch

hasalarger

shareof

owners

with

Photography

isarelatively

popularArelatively

highshare

ofBosch

ownersahighincome

than

other

refrigeratorbrands.hobbyamong

Bosch

owners.think

thathousingisanissuethatneeds

Bosch

owners

remember

seeing

adsintobeaddressed.newsletters

more

often

thanotherrefrigerator

owners.Bosch

owners

are

more

likely

toliveinmegacities

than

refrigerator

owners

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bosch

is

more

popular

among

Generation

X

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users27%39%29%4%3%2%Category

usersAllrespondents34%44%19%18%36%43%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

Bosch

ownersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users51%49%Category

usersAllrespondents54%46%54%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51,Boschowners,

n=1837,

refrigerator

owners,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202314%

of

Bosch

owners

have

a

master’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa38%35%35%33%32%27%24%20%

20%14%5%5%3%

2%2%1%

1%1%1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Bosch

has

a

larger

share

of

ownerswith

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users50%30%20%Category

usersAllrespondents38%33%30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

owners,

Bosch

owners

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive30%29%29%22%20%20%18%16%15%14%12%11%10%9%

9%8%

8%Other6%

6%6%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

are

more

likely

to

live

in

megacities

than

refrigerator

owners

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa34%34%29%22%21%

21%18%16%16%

16%15%14%13%8%8%8%7%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Bosch

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users10%7%82%8%10%11%Category

usersAllrespondents83%8%81%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

Bosch

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa61%60%51%51%51%48%45%47%41%41%41%40%28%25%31%29%29%27%25%23%

23%13%12%12%9%8%7%

8%8%2%TobesuccessfulSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andAhappyrelationshipAdvancingmy

careerLearningnew

thingsSocial

justiceHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

prevalent

interest

of

Bosch

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBosch

owners

inSouth

Africa75%63%62%59%52%57%53%49%53%49%54%53%53%53%51%47%44%51%49%41%45%45%43%43%

37%37%41%41%36%33%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessScience

&technologyCareer

&educationFinance&economySportsFashion&beautyPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongBosch

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBosch

owners

inSouth

Africa61%51%49%45%49%48%45%40%38%43%39%37%37%35%37%37%36%

36%35%30%33%33%31%29%27%

27%26%

26%20%

20%ReadingCooking/bakingOutdooractivitiesTravelingTech

/computersGardeningandplantsSocializingDIYandarts&craftsDoing

sportsandfitnessPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51,

Boschowners,

n=1837,

refrigerator

owners,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

are

more

likely

to

go

cycling

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBosch

ownersinSouth

Africa19%20%20%18%17%16%16%16%14%

15%14%14%

14%14%14%13%12%10%9%8%8%8%8%8%

8%6%5%6%5%5%Fitness,aerobics,cardioRunning/JoggingCyclingDancingSoccerYoga

/PilatesHikingGolfBasketballCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=26,

Boschowners,n=901,

refrigerator

owners,n=5826,

allrespondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

are

more

likely

to

follow

golf

than

other

refrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBosch

ownersinSouth

Africa35%32%32%21%24%22%21%19%

19%13%16%16%14%14%13%12%11%11%10%10%10%9%10%9%

9%9%7%

7%Golf7%6%SoccerCricketRugbyBoxingTennisMotorsportsAthletics(track&

field)BasketballMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=23,

Boschowners,n=746,

refrigerator

owners,n=5054,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

41%

of

Bosch

owners

say

that

electronics

are

a

status

symbolfor

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSouth

Africa70%68%67%63%63%59%57%55%53%51%41%39%38%25%

25%Icould

notlivewithoutmy

smartphoneIwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=51,

Boschowners,n=1837,

refrigerator

owners,n=2032,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Bosch

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%40%37%29%22%20%18%18%18%17%16%14%4%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Bosch

owners

think

that

housing

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoBosch

owners88%80%81%86%80%73%72%78%72%73%71%64%68%61%60%67%62%61%56%56%53%59%57%48%55%55%53%47%46%

45%CrimeUnemploymentPovertyRising

prices/inflation/cost

of

livingEconomicsituationEducationHealth

andsocial

securityHousingGovernmentdebtFood

andwater

securityBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users29%29%29%31%31%30%20%22%20%18%17%Category

usersAllrespondents23%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBosch

ownersaccess

the

internet

via

a

tablet

more

often

than

the

averagerefrigerator

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet98%96%95%86%79%77%55%51%49%48%43%

44%43%37%

36%33%31%29%26%25%22%20%19%

19%19%12%

12%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51,

Boschowners,

n=1837,

refrigerator

owners,

n=12205,all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

tend

to

post

texts

and

status

updates

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype76%75%

70%67%66%69%68%67%65%64%62%61%59%59%49%57%51%48%53%47%52%51%48%47%46%46%45%35%27%27%5%

6%2%1%

1%0%Sentprivate

Liked

posts

Commented

Posted

textsFollowedpeopleSharedpostsbyother

usersPostedpictures/videosFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

tend

to

listen

to

podcasts

more

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks89%82%78%79%

78%77%68%68%

62%66%65%60%61%61%55%49%46%31%43%41%35%34%39%39%28%

27%36%29%20%19%18%18%17%Digitalvideo

Digitalmusiccontent

contentTVRadioPodcastsOnlinenewswebsitesOnlinemagazinesDailynewspapersMagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=28,

Boschowners,n=913,

refrigerator

owners,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

remember

seeing

ads

in

newsletters

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBosch

owners

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks69%67%

61%60%58%57%55%51%51%46%43%47%44%43%43%

37%37%38%37%32%33%31%30%29%28%24%19%17%16%15%Video

portalsSocial

media

Search

engines

OnlinestoresWebsitesandappsof

brandsOtherappsVideo

games

Video

streaming

NewslettersservicesBlogs/forumsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:n=51,

Boschowners,n=1837,

refrigerator

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bosch

owners

remember

ads

they

saw

directly

in

the

store

more

often

thanother

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks59%51%48%47%35%46%45%44%44%44%39%37%35%29%28%28%26%24%22%

21%18%14%9%8%Directly

inthestoreOnadvertisingspacesOntheradioOnTVInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=51,

Boschowners,n=1837,

refrigerator