巴西冰箱用户分析报告：Panasonic松下-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Panasonic

ownersin

BrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPanasonicowners

inBrazil:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Panasonicowners

inBrazil

(’’brand

users’’)againstBrazilian

refrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Brazil)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

3%,

Panasonic

is

one

of

the

top

5

refrigerator

brands

inBrazilManagement

summary:

brandusageand

competitionTop9most

owned

refrigerator

brandsinBrazilElectroluxConsul33%28%BrastempSamsungPanasonicContinentalLG25%3%3%2%2%1%EsmaltecPhilco1%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,938

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Panasonic

is

fairly

similar

to

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningPanasonic3%3%3%2%2%2%2%2%2%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=37

-

51

Panasonic

owners,n=1924

-

2042

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Panasonic

owners

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPanasonicismore

popularamongGeneration

Xthanother

refrigeratorbrands.Havingagood

timeisless

important

toPanasonicowners

than

tootherrefrigerator

owners.Itstands

out

thatonly

37%

ofPanasonicowners

buynew

electronics,

even

whentheirold

model

stillworks.X(Twitter)

ismore

popularamongPanasonicowners

thantheaveragerefrigerator

owner.53%

ofPanasonicowners

arefemale.Vehicles

andmobility

arerelativelyprevalent

interests

of

Panasonicowners.31%

ofPanasonicowners

arelaggardswhen

itcomes

toinnovation

adoption.Panasonicowners

remember

seeingadson

videostreaming

services

moreoften

than

other

refrigerator

owners.Panasonichasalarger

shareof

ownerswith

ahigh

income

than

otherrefrigerator

brands.Arelatively

highshare

ofPanasonicowners

thinkthatunemployment

isanissuethatneedstobeaddressed.Shoppingisarelatively

popularhobbyamong

Panasonicowners.Panasonicowners

are

more

likely

to

liveinmegacities

than

refrigerator

ownersingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Panasonic

is

more

popular

among

GenerationX

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users16%47%33%4%5%5%Category

usersAllrespondents27%29%42%26%40%26%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

Panasonic

owners

are

femaleDemographic

profile:

genderGenderofconsumersinBrazilBrand

users47%53%Category

usersAllrespondents52%48%52%48%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Panasonic

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil51%37%36%36%35%14%12%12%10%

9%10%9%

9%3%

3%4%

4%2%

2%

2%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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

allrespondentsConsumer

Insights

Global

as

of

June

2024Panasonic

has

a

larger

share

of

owners

with

a

high

income

than

otherrefrigerator

brandsDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users49%33%19%Category

usersAllrespondents36%33%31%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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Panasonic

owners

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live33%29%28%24%

24%22%21%20%14%12%12%9%9%8%7%7%6%6%4%

4%Other2%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

Panasonicowners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

are

more

likely

to

live

in

megacities

than

refrigerator

ownersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%33%33%29%23%22%18%17%

17%13%13%12%10%10%6%4%

4%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

Panasonic

owners,

n=1,938

refrigerator

owners,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

20246%

of

Panasonic

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users6%90%4%3%4%Category

usersAllrespondents9%88%9%88%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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

less

important

to

Panasonic

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil60%60%57%49%44%43%45%41%

42%39%34%33%27%31%26%25%29%25%29%27%25%22%

22%14%12%11%8%8%6%

6%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsAdvancingmy

careerLearningnew

thingsHavingagood

timeTraditionsSocial

justiceBrand

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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Panasonic

ownersConsumer

lifestyle:

main

interestsTop10

interestsofPanasonic

ownersinBrazil63%62%65%65%63%61%61%60%57%56%48%47%52%51%51%51%49%48%49%44%42%48%47%45%42%41%39%38%32%31%Finance&economyMovies,TVshows&musicHealth

&fitnessScience

&technologyTravelCareer

&educationFamily

&parentingSportsFood

&diningVehicles

&mobilityBrand

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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

Panasonic

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPanasonic

ownersinBrazil77%59%57%53%45%51%48%45%51%46%45%45%

40%38%44%

44%42%

42%40%41%Pets41%40%41%36%39%34%32%38%35%34%ShoppingReadingVideo

gamingOutdooractivitiesTravelingCooking/bakingTech

/computersDoing

sportsandfitnessSocializingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

are

more

likely

to

go

running

or

jogging

than

otherrefrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPanasonic

ownersinBrazil29%22%22%

21%24%22%22%22%21%18%18%16%15%14%13%13%13%13%12%12%11%10%10%

9%8%

8%8%7%6%

6%Fitness,aerobics,

cardioRunning/joggingCyclingDancingSoccerHikingSwimming/DivingYoga

/pilatesHunting

/fishing

Volleyball

/Beach

VolleyballBrand

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=32

Panasonic

owners,n=997

refrigerator

owners,n=6,011

allrespondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

are

more

likely

to

follow

American

football

than

otherrefrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byPanasonic

owners

inBrazil47%40%38%27%22%18%19%20%18%18%17%16%16%14%14%12%11%10%

10%9%9%10%9%9%9%8%8%8%7%6%SoccerVolleyballAmericanfootballBasketballMixedMartial

ArtsBoxingMotorsportsCyclingSwimming/divingAthletics(track&

field)Brand

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=25

Panasonic

owners,n=854

refrigerator

owners,

n=5,086all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

37%

of

Panasonic

owners

buy

new

electronics,

even

whentheir

old

model

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inBrazil53%52%52%51%51%50%47%47%45%37%35%34%22%

22%18%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIwould

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

Panasonic

owners,n=1,938

refrigerator

owners,n=2,025

all

respondentsConsumer

Insights

Global

as

of

June

202431%

of

Panasonic

owners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%41%40%31%22%21%18%17%16%16%16%8%4%3%3%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

Panasonic

owners,n=1,938

refrigeratorowners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Panasonic

owners

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoPanasonic

owners82%68%71%63%69%63%68%67%67%65%65%57%56%57%63%62%55%61%61%55%53%46%44%41%35%33%33%35%34%32%UnemploymentPovertyCrimeEducationEconomicsituationHealth

andsocial

securityRising

prices/inflation/cost

of

livingEnvironmentFood

andwater

securityHousingBrand

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

Panasonicowners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Panasonic

owners

tend

to

have

centristpolitical

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users22%29%33%16%Category

usersAllrespondents24%21%36%37%19%26%19%18%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

Panasonic

owners,

n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Panasonic

ownersthan

the

averagerefrigerator

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand89%85%92%81%87%77%80%77%77%76%50%46%49%46%38%37%29%29%36%32%31%

30%31%15%15%6%

5%15%6%

6%YouTube

Instagram

Facebook

X(Twitter)

PinterestTikTokLinkedInKwaiRedditThreadsBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=13

Panasonicowners,n=491

refrigerator

owners,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

tend

to

listen

to

the

radio

more

often

than

refrigeratorowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks88%80%79%84%84%81%78%63%71%

67%67%56%65%65%62%52%51%49%50%46%46%35%

31%33%20%29%22%18%Daily19%18%16%

10%10%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesRadioPodcastsOnlinemagazinesMagazinesWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=51

Panasonic

owners,

n=1,938

refrigerator

owners,n=12,147

allrespondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

remember

seeing

ads

on

video

streaming

services

moreoften

than

other

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePanasonic

ownersinBrazil

have

come

across

digital

advertisinginthepast4weeks69%65%59%56%50%49%48%39%43%43%41%39%38%37%35%35%26%31%31%25%24%29%29%29%28%26%23%23%19%18%Video

portals

Video

streaming

Social

mediaservicesOnlinestoresWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsVideo

games

Search

enginesPodcastsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=51

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Panasonic

owners

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks61%

61%59%45%39%

39%45%41%31%30%29%22%29%

29%24%15%23%20%11%

12%

12%14%9%8%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

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

Panasonic

owners,n=1,938

refrigerator

owners,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

wha