Chanel Cosmetics Buyer Profile

 
Chanel Cosmetics Buyer Profile
Chanel Cosmetics Buyer Profile
              October 2010 - September 2011
                        Australia
             This profile is based on responses to
            'Products bought in the last 6 months'

     Please direct any queries to enquiries@roymorganonlinestore.com
      Roy Morgan Research - 401 Collins Street, Melbourne VIC 3000
                         Telephone: 1800 633 813
                        © Roy Morgan Research
Chanel Cosmetics Buyer Profile
Index

         INDUSTRIES COVERED BY ROY MORGAN RESEARCH........................................................................................................ 5

         INTRODUCTION ............................................................................................................................................................................ 6

         HOW TO READ ................................................................................................................................................................................ 7

         DEMOGRAPHICS
         Gender, Age and State Summary.......................................................................................................................................................................................10
         Gender and Age ...................................................................................................................................................................................................................11
         States ......................................................................................................................................................................................................................................13
         Education ..............................................................................................................................................................................................................................15
         Work Status...........................................................................................................................................................................................................................17
         Respondent Income.............................................................................................................................................................................................................19
         Occupation............................................................................................................................................................................................................................21
         Socio-Economic Status .......................................................................................................................................................................................................23
         Discretionary Expenditure..................................................................................................................................................................................................25
         Life-Cycle Segments and Number of Children................................................................................................................................................................27
         Generations...........................................................................................................................................................................................................................29
         Roy Morgan Values Segments............................................................................................................................................................................................31
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© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com                                                                   2
Chanel Cosmetics Buyer Profile
Index

         ATTITUDES
         Health and Fitness ...............................................................................................................................................................................................................33
         Government and Societal....................................................................................................................................................................................................35
         Environmental......................................................................................................................................................................................................................37
         Personal .................................................................................................................................................................................................................................39
         Shopping and Product.........................................................................................................................................................................................................41
         Food .......................................................................................................................................................................................................................................43
         Advertising and Media.........................................................................................................................................................................................................45
         Family and Home.................................................................................................................................................................................................................47
         Finance...................................................................................................................................................................................................................................49
         Holiday...................................................................................................................................................................................................................................51

         ACTIVITIES
         Activities in the Last 3 Months - Eating Out/Fast Food ..............................................................................................................................................53
         Activities in the Last 3 Months - Leisure..........................................................................................................................................................................55
         Activities in the Last 3 Months - Entertainment.............................................................................................................................................................57
         Sports Watched on TV........................................................................................................................................................................................................59
         Sports and Activities Participated In .................................................................................................................................................................................63

© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com                                                                  3
Chanel Cosmetics Buyer Profile
Index

         MEDIA
         Media Usage Summary ........................................................................................................................................................................................................67
         Newspaper and Magazine Readership ..............................................................................................................................................................................69
         Weekday Commercial TV Viewing and Radio Listening ...............................................................................................................................................71
         Internet Usage and Cinema Attendance ...........................................................................................................................................................................73
         Addressed and Unaddressed Mail Readership.................................................................................................................................................................75
         Type of Newspaper Read....................................................................................................................................................................................................77
         Type of Magazine Read.......................................................................................................................................................................................................79
         Type of TV Show Watched ................................................................................................................................................................................................81
         Additional Insights...............................................................................................................................................................................................................83

         GLOSSARY........................................................................................................................................................................................85

         HOW WE COLLECT AND PROCESS SINGLE SOURCE DATA...............................................................................................90

© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com                                                        4
Chanel Cosmetics Buyer Profile
Industries Covered by Roy Morgan Research

     Roy Morgan Research produces a variety of reports which are available on our Online Store. These include Customer Profiles, Satisfaction Reports,
     Intention Reports, Currency Reports and Market Indicator and Overview Reports. The reports range from broad overviews consisting of basic tables and
     charts, to more detailed analysis of specific industries.

     The industries covered by Roy Morgan Research include:
     •Alcohol
     •Automotive
     •Banking and Finance
     •FMCG
     •Gambling
     •Health and Wellbeing
     •Media
     •Retail
     •Sport
     •Telecommunications
     •Tourism

    If you are unable to locate particular information please contact the Online Store as it is likely the data is available
    Call 1800 633 813 or email enquiries@roymorganonlinestore.com

© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   5
Chanel Cosmetics Buyer Profile
Introduction

   About this Report
      These target profile reports provide a broad understanding of your target audience in terms of demographics, attitudes, activities and media usage. The
      information included in each of these areas is outlined below.
      • Demographics include: Gender, Age, State, Education, Work Status, Income, Occupation, Socio-Economic Status*, Discretionary Expenditure*, Life-cycles and
      Household Lifecycle*, Generations* and the Roy Morgan Values Segments** for the target profile.
      • Attitudes includes: Health and Fitness, Government and Society, Environment, Personal, Shopping and Products, Food, Advertising and Media, Family and
      Home, Finance and Holidays.
      • Activities includes: Eating Out/Fast Food, Leisure Activities, General Entertainment, TV Sport Watched, Sports and Activities Participated In.
      • This profile also includes the segmentation of the Roy Morgan Values Segments**
      • Media includes an Overview of Media usage, Usage of Newspapers, Magazines, Commercial TV, Radio, Internet, Cinema, Addressed Mail, Unaddressed Mail,
      Type of Newspapers Read, Type of Magazines Read, Time of day Watched TV, Channel Watched, and Type of TV Show Watched.
      • There is also extra information included in the additional insights section, which includes topline information on: Holiday, Finance, Gambling,
      Telecommunications and Retail behaviours.

   Roy Morgan Single Source
      Roy Morgan Single Source has been designed and engineered to represent the ideal single source model. It provides an integrated understanding of consumers;
      what they are like, what they consume, what they buy, what they think, what they want, what they watch, read and listen to. In Australia, Roy Morgan Single
      Source incorporates over 50,000 interviews face-to-face in both city and country areas, each year with people aged 14+. Weekly interviewing is conducted
      continuously allowing for trending of data. Around 20,000 self-completion surveys provide enriched detail of consumption habits and attitudes. Of these around
      16,000 are categorised as Main Grocery Buyers. The overriding benefit of Roy Morgan Single Source is the strategic insights it affords by the linkage of so many
      aspects. Not only can an organisation’s (and its competitors') profitable customers be delineated by what they think, do, watch, but so can non-customers. Hence
      brand positioning, product differentiation, merchandising, efficient media planning, market expansion and line extension opportunities can be understood in the
      context of the current marketplace.

   About Roy Morgan Research
      Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, Indonesia,
      United States and United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has almost 70 years
      experience in collecting objective, independent information on consumers. In Australia, Roy Morgan Research is considered to be the authoritative source of
      information on financial behaviour, readership, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys
      which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

*Please refer to glossary for detailed explanations of Segments.
**Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   6
Chanel Cosmetics Buyer Profile
How to Read - Tables

  LEGEND
  Sample size = number of people interviewed in the target profile group.
  Population (000's) = projected population of Australians 14+ in 000's in the target profile group.
  Vertical % = the percentage of the target group belonging to the demographic or other group.
  Index = comparison of target profile group to Total population (If index = 95, a person from the target profile group is 5% less likely than the Total
  population to belong to that particular row group. If index = 108 a person would be 8% more likely to belong to the row group)

                                                    Company XYZ
                                                                                                      18,117 Company XYZ Customers were interviewed by Roy Morgan
                                                                                                                        Single Source Survey.
                              TOTAL Sample Size              18117
                               Population (000's)             7151
                                                                                                      Company XYZ Customers population is estimated to be 7,151,000
  AGE                                                                                                                     across Australia.

                                              wc               593
  Under 25                                    v%               8%
                                               ix               45
                                              wc              1099
  25-34                                       v%              15%                                         Company XYZ Customers comprise an estimated 2,128,000
                                               ix               92                                                         35-49 year olds.
                                              wc              2128
  35-49                                       v%              30%
                                               ix              112
                                                                                                              30% of Company XYZ Customers are 35-49 year olds.
                                              wc              1995
  50-64                                       v%              28%                                       Company XYZ Customers are 12% more likely than the average
                                               ix              128
                                                                                                                      Australian to be aged 35-49.
                                              wc              1335
  65 and Over                                 v%              19%
                                               ix              113

© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   7
How to Read - Charts

 All charts are designed to represent a comparison of the target group with the Australian population aged 14+. This is presented using an Index. All
 characteristics on the right of the chart are displayed more by the target group than the population. Characteristics on the left of the chart are displayed less
 by the target group than the population.

 Index = comparison of target profile group to total population (If index = 95, a person from the target profile group is 5% (100-95) less likely than the total
 population to belong to that particular row group. If index = 108 a person would be 8% more likely to belong to the row group)

                                People in the target profile are 55% (100-45) less                                                                     NOTE: The size of the target profile group
                                likely than the general population to be in the                                                                        should be taken into consideration when
                                under 25 year old age group.                                                                                                   interpreting the results.

      Under 25          45

           25-34                                                                                92

           35-49                                                                                                                   112

           50-64                                                                                                                                           128

  65 and Over                                                                                                                       113

                   40                            60                             80                           100                            120                           140                  160

                                                                                     People in the target profile group are 13%
                                                                                     more likely than the general population to be
                                                                                     aged 65 and over.

© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com            8
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Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   9
Chanel Cosmetics Buyer Profile
                         Gender, Age and State
                         These charts show the profile of the target profile group by Gender, Age and State.
                         There are approximately 127,000 people in the target profile group, in Australia.

                                    Gender                                                                                               Age

                                                                                                                                                                                      Under 25   23%

                                                                                                                                                                                      25-34      21%
                                                                                  Men            5%
                                                                                                                                                                                      35-49      30%
                                                                                  Women         95%
                                                                                                                                                                                      50-64      17%

                                                                                                                                                                                       65+       9%

                                                                                    State

                                                                                                                                NSW                32%

                                                                                                                                Vic                35%

                                                                                                                                 Qld               13%

                                                                                                                                SA                  3%

                                                                                                                                 WA                15%

                                                                                                                                 Tas                3%

                                                                                                                                 Darwin/            0%
                                                                                                                                 Alice Springs

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com               10
Chanel Cosmetics Buyer Profile
                         Gender and Age
                         These tables show the Gender and Age of the target profile group.

                                                           Chanel                                                                 Chanel

                                Total Sample Size              102                                     Total Sample Size              102
                                Population (000's)             127                                     Population (000's)             127

  GENDER                                                                 AGE

                                              WC                  6                                                  WC                 29
  Men                                         V%                5%       Under 25                                    V%               23%
                                               IX                10                                                   IX               137
                                              WC                121                                                  WC                 27
  Women                                       V%               95%       25-34                                       V%               21%
                                               IX               188                                                   IX               125
                                                                                                                     WC                 37
                                                                         35-49                                       V%               30%
                                                                                                                      IX               110
                                                                                                                     WC                 22
                                                                         50-64                                       V%               17%
                                                                                                                      IX                76
                                                                                                                     WC                 11
                                                                         65 and Over                                 V%                9%
                                                                                                                      IX                53

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   11
Chanel Cosmetics Buyer Profile
                             Gender and Age
                             These charts show the index of the target profile group compared to the average Australian in terms of Gender and Age.

        Men       10

   Women                                                                                                188

              0             20    40      60       80       100        120     140      160       180      200

       Under 25                                                                                                                                                                        137

            25-34                                                                                                                                                125

            35-49                                                                                                                    110

            50-64                                                 76

   65 and Over              53

                       50                                         75                                           100                                           125                             150

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com     12
Chanel Cosmetics Buyer Profile
                         States
                         This table shows the States of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         STATES

                                                                                                                     WC                 40
                                                                         N.S.W.                                      V%               32%
                                                                                                                      IX                92
                                                                                                                     WC                 44
                                                                         Victoria                                    V%               35%
                                                                                                                      IX               138
                                                                                                                     WC                 17
                                                                         Queensland                                  V%               13%
                                                                                                                      IX                66
                                                                                                                     WC                  4
                                                                         South Australia                             V%                3%
                                                                                                                      IX                39
                                                                                                                     WC                 19
                                                                         Western Australia                           V%               15%
                                                                                                                      IX               144
                                                                                                                     WC                  4
                                                                         Tasmania                                    V%                3%
                                                                                                                      IX               130
                                                                                                                     WC                  0
                                                                         Darwin - Alice Springs                      V%                0%
                                                                                                                      IX                 0

Please note: Some Target Profile Groups are state specific so please take this into consideration when interpreting these results.
Please interpret with caution as Darwin - Alice Springs is below 1% of the total population.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   13
Chanel Cosmetics Buyer Profile
                         States
                         This chart shows the index of the target profile group compared to the average Australian in terms of the State they live
                         in.

                      N.S.W.                                                                               92

                      Victoria                                                                                                                       138

                Queensland                                                            66

            South Australia                                     39

         Western Australia                                                                                                                                 144

                  Tasmania                                                                                                                    130

   Darwin - Alice Springs         0

                                      0            20                40            60              80              100             120              140            160             180     200

Please note: Some Target Profile Groups are state specific so please take this into consideration when interpreting these results.
Please interpret with caution as Darwin - Alice Springs is below 1% of the total population.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         14
Chanel Cosmetics Buyer Profile
                         Education
                         This table shows the Education Level of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         EDUCATION

                                                                                                                     WC                  0
                                                                         Primary School                              V%                0%
                                                                                                                      IX                 0
                                                                                                                     WC                 15
                                                                         Some Secondary/Tech.                        V%               12%
                                                                                                                      IX                76
                                                                                                                     WC                  7
                                                                         Intermediate/Form 4/Year 10                 V%                6%
                                                                                                                      IX                52
                                                                                                                     WC                  3
                                                                         5th form/Leaving/Year 11                    V%                2%
                                                                                                                      IX                45
                                                                                                                     WC                 13
                                                                         Finished Tech./Matric/HSC/Year 12           V%               10%
                                                                                                                      IX                54
                                                                                                                     WC                 20
                                                                         Some/ Now at University                     V%               16%
                                                                                                                      IX               160
                                                                                                                     WC                 68
                                                                         Have Diploma or Degree                      V%               54%
                                                                                                                      IX               144

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   15
Chanel Cosmetics Buyer Profile
                         Education
                         This chart shows the index of the target profile group compared to the average Australian in terms of their Education
                         Level.

                            Primary School         0

                  Some Secondary/Tech.                                                                  76

           Intermediate/Form 4/Year 10                                                 52

                5th form/Leaving/Year 11                                          45

   Finished Tech./Matric/HSC/Year 12                                                    54

                 Some/ Now at University                                                                                                                                  160

                Have Diploma or Degree                                                                                                                         144

                                                       0          20             40            60             80           100            120            140           160            180   200

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com          16
Chanel Cosmetics Buyer Profile
                         Work Status
                         This table shows the Work Status of the target profile group.

                                                           Chanel                                                                 Chanel

                                Total Sample Size              102                                      Total Sample Size             102
                                Population (000's)             127                                      Population (000's)            127

  WORK STATUS OF RESPONDENT                                              WORK STATUS OF RESPONDENT

                                              WC                 49                                                   WC                 4
  Full Time                                   V%               39%       Looking for Full Time work                   V%               3%
                                               IX               102                                                    IX              124
                                              WC                 37                                                   WC                 5
  Part Time                                   V%               29%       Looking for Part Time Work                   V%               4%
                                               IX               142                                                    IX              119
                                              WC                 86                                                   WC                13
  Total Now Employed                          V%               68%       Retired                                      V%              10%
                                               IX               116                                                    IX               53
                                                                                                                      WC                11
                                                                         Students - not in employment                 V%               9%
                                                                                                                       IX              132
                                                                                                                      WC                 8
                                                                         Home Duties                                  V%               6%
                                                                                                                       IX               95
                                                                                                                      WC                 0
                                                                         Don't Work                                   V%               0%
                                                                                                                       IX                0
                                                                                                                      WC                41
                                                                         Total Not Employed                           V%              32%
                                                                                                                       IX               78

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   17
Chanel Cosmetics Buyer Profile
                         Work Status
                         This chart shows the index of the target profile group compared to the average Australian in terms of their Work Status.

                            Full Time                                                                                        102

                           Part Time                                                                                                                        142

              Total Now Employed                                                                                                      116

       Looking for Full Time work                                                                                                            124

     Looking for Part Time Work                                                                                                          119

                              Retired                                            53

   Students - not in employment                                                                                                                    132

                       Home Duties                                                                                95

                         Don't Work       0

               Total Not Employed                                                                    78

                                            0             20              40             60               80           100            120             140            160            180    200

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         18
`

                             Chanel Cosmetics Buyer Profile
                             Respondent Income
                             This table shows the Respondent Income, Average Respondent Income and Average Household Income of the target
                             profile group.

                                                                                                                                      Chanel

                                                                                                           Total Sample Size              102
                                                                                                           Population (000's)             127

                                                                             RESPONDENT INCOME (All Workers)

                                                                                                                         WC                 8
                                                                             $0 to $19999                                V%               7%
                                                                                                                          IX               78
                                                                                                                         WC                22
                                                                             $20000 to $39999                            V%              18%
                                                                                                                          IX              126
                                                                                                                         WC                21
                                                                             $40000 to $59999                            V%              16%
                                                                                                                          IX              120
                                                                                                                         WC                12
                                                                             $60000 to $79999                            V%               9%
                                                                                                                          IX               98
                                                                                                                         WC                11
                                                                             $80000 to $99999                            V%               9%
                                                                                                                          IX              147
                                                                                                                         WC                12
                                                                             $100000 or More                             V%               9%
                                                                                                                          IX              131
                                                                                                                         WC                41
                                                                             Not Employed                                V%              32%
                                                                                                                          IX               78
                                                                             Average Respondent Income ($)               mn            45,030
                                                                             Average Household Income ($)                mn           140,130

    Source: Roy Morgan Research October 2010 - September 2011
    © 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   19
Chanel Cosmetics Buyer Profile
                         Respondent Income
                         The first chart shows the average incomes of the target profile group and the second chart shows the index of the target
                         profile group compared to the average Australian in terms of Respondent income.

     200,000
     175,000
     150,000                                                                    140,130
     125,000
     100,000
      75,000
                                    45,030
      50,000
      25,000
           0
                    Average Respondent Income ($)                 Average Household Income ($)

          $0 to $19999                                                   78

    $20000 to $39999                                                                                                                                               126

    $40000 to $59999                                                                                                                                   120

    $60000 to $79999                                                                                        98

    $80000 to $99999                                                                                                                                                                       147

     $100000 or More                                                                                                                                                      131

         Not Employed                                                    78

                           50                                         75                                         100                                         125                            150

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         20
Chanel Cosmetics Buyer Profile
                         Occupation
                         This table shows the Occupation of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         OCCUPATION OF RESPONDENT

                                                                                                                     WC                 34
                                                                         Professional/Manager                        V%               27%
                                                                                                                      IX               136
                                                                                                                     WC                 43
                                                                         White Collar Workers                        V%               34%
                                                                                                                      IX               188
                                                                                                                     WC                  2
                                                                         Skilled Workers                             V%                2%
                                                                                                                      IX                24
                                                                                                                     WC                  0
                                                                         Farm Owner                                  V%                0%
                                                                                                                      IX                 0
                                                                                                                     WC                  7
                                                                         Semi/Unskilled/Other                        V%                5%
                                                                                                                      IX                39
                                                                                                                     WC                 41
                                                                         Not Employed                                V%               32%
                                                                                                                      IX                78

Please interpret with caution as Farm Owner is below 1% of the total population.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   21
Chanel Cosmetics Buyer Profile
                         Occupation
                         This chart shows the index of the target profile group compared to the average Australian in terms of Occupation.

    Professional/Manager                                                                                                                          136

     White Collar Workers                                                                                                                                                                  188

            Skilled Workers                         24

                Farm Owner         0

     Semi/Unskilled/Other                                       39

              Not Employed                                                                     78

                                       0            20               40            60               80            100             120             140             160             180            200

Please interpret with caution as Farm Owner is below 1% of the total population.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com               22
Chanel Cosmetics Buyer Profile
                         Socio-Economic Status*
                         This table shows the Socio-Economic Status of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         SOCIO-ECONOMIC STATUS*

                                                                                                                     WC                 44
                                                                         AB Quintile                                 V%               35%
                                                                                                                      IX               175
                                                                                                                     WC                 23
                                                                         C Quintile                                  V%               18%
                                                                                                                      IX                91
                                                                                                                     WC                 27
                                                                         D Quintile                                  V%               21%
                                                                                                                      IX               106
                                                                                                                     WC                 21
                                                                         E Quintile                                  V%               16%
                                                                                                                      IX                81
                                                                                                                     WC                 12
                                                                         FG Quintile                                 V%                9%
                                                                                                                      IX                47

*Please refer to glossary for detailed explanation of Socio-Economic Status.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   23
Chanel Cosmetics Buyer Profile
                         Socio-Economic Status*
                         This chart shows the index of the target profile group compared to the average Australian in terms of Socio-Economic
                         Status*.

     AB Quintile                                                                                                                                                                           175

      C Quintile                                                                                  91

      D Quintile                                                                                                        106

       E Quintile                                                                      81

     FG Quintile                                47

                    20                    40                     60                     80                    100                    120                    140                    160      180

*Please refer to glossary for detailed explanation of Socio-Economic Status.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         24
Chanel Cosmetics Buyer Profile
                         Discretionary Expenditure*
                         This table shows the Discretionary Expenditure* of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         DISCRETIONARY EXPENDITURE*

                                                                                                                     WC                 85
                                                                         Big spenders                                V%               67%
                                                                                                                      IX               202
                                                                                                                     WC                 32
                                                                         Medium spenders                             V%               25%
                                                                                                                      IX                75
                                                                                                                     WC                 10
                                                                         Light spenders                              V%                8%
                                                                                                                      IX                23

*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   25
Chanel Cosmetics Buyer Profile
                         Discretionary Expenditure*
                         This chart shows the index of the target profile group compared to the average Australian in terms of Discretionary
                         Expenditure*.

          Big spenders                                                                                                                                                                           202

     Medium spenders                                                                 75

        Light spenders                      23

                            0              20              40              60              80             100             120             140             160             180              200         220

*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com                26
Chanel Cosmetics Buyer Profile
                           Life-Cycle Segments and Number of Children
                           These tables show the Life-Cycle Segments and Number of Children of the target profile group.

                                                           Chanel                                                                 Chanel                                                           Chanel

                                Total Sample Size              102                                     Total Sample Size              102                                     Total Sample Size       102
                                Population (000's)             127                                     Population (000's)             127                                     Population (000's)      127

  LIFE-CYCLE OF RESPONDENT                                               CHILDREN IN HOUSEHOLD                                                  HOUSEHOLD LIFE-CYCLE*

                                              WC                 34                                                  WC                 86                                                  WC         12
  Single 14-34 no Children                    V%               27%       No Children                                 V%               68%       Young Singles                               V%       10%
                                               IX               136                                                   IX               105                                                   IX       110
                                              WC                  0                                                  WC                 22                                                  WC         16
  Single 14-34 Children                       V%                0%       Have child aged 0-5                         V%               17%       Young Couples                               V%       13%
                                               IX                 0                                                   IX               109                                                   IX       167
                                              WC                 11                                                  WC                 18                                                  WC         32
  Married 14-34 no Children                   V%                9%       Have child aged 6-11                        V%               14%       Young Parents                               V%       25%
                                               IX               160                                                   IX                91                                                   IX       118
                                              WC                 11                                                  WC                 21                                                  WC          9
  Married 14-34 Children                      V%                 9%      Have child aged 12-15                       V%               16%       Mid-Life Families                           V%        7%
                                               IX               123                                                   IX               101                                                   IX        52
                                              WC                 15                                                  WC                 41                                                  WC         42
  Married 35+ Children                        V%               12%       Total with Children                         V%               32%       Mid-Life Households                         V%       33%
                                               IX                72                                                   IX                91                                                   IX       106
                                              WC                 46                                                                                                                         WC         16
  Married 35+ no Children                     V%               36%                                                                              Older Households                            V%       13%
                                               IX               108                                                                                                                          IX        70
                                              WC                  3
  Single 35+ Children                         V%                2%
                                               IX               100
                                              WC                  7
  Single 35+ no Children                      V%                 6%
                                               IX                39

*Please refer to glossary for detailed explanation of Household Life-Cycle Segment.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com             27
Chanel Cosmetics Buyer Profile
                         Life-Cycle Segments and Number of Children
                         This chart shows the index of the target profile group compared to the average Australian in terms of Life-Cycle Segments
                         and Number of Children.

     LIFE-CYCLE OF RESPONDENT
             Single 14-34 no Children                                                                                                                136
                 Single 14-34 Children     0
            Married 14-34 no Children                                                                                                                                  160
               Married 14-34 Children                                                                                                       123
                 Married 35+ Children                                                           72
              Married 35+ no Children                                                                                           108
                   Single 35+ Children                                                                                    100
                Single 35+ no Children                                 39
         CHILDREN IN HOUSEHOLD
                           No Children                                                                                       105
                   Have child aged 0-5                                                                                          109
                 Have child aged 6-11                                                                         91
                Have child aged 12-15                                                                                     101
                    Total with Children                                                                       91
         HOUSEHOLD LIFE-CYCLE*
                         Young Singles                                                                                           110
                        Young Couples                                                                                                                                        167
                        Young Parents                                                                                                  118
                      Mid-Life Families                                         52
                  Mid-Life Households                                                                                         106
                     Older Households                                                         70

                                               0           20             40             60             80            100             120            140            160            180     200

*Please refer to glossary for detailed explanation of Household Life-Cycle Segment.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         28
Chanel Cosmetics Buyer Profile
                         Generations*
                         This table shows the Generations* of the target profile group.

                                                                                                                                  Chanel

                                                                                                       Total Sample Size              102
                                                                                                       Population (000's)             127

                                                                         GENERATIONS*

                                                                                                                     WC                 11
                                                                         Pre-Boomers                                 V%                8%
                                                                                                                      IX                51
                                                                                                                     WC                 22
                                                                         Baby Boomers                                V%               18%
                                                                                                                      IX                79
                                                                                                                     WC                 37
                                                                         Generation X                                V%               30%
                                                                                                                      IX               110
                                                                                                                     WC                 36
                                                                         Generation Y                                V%               29%
                                                                                                                      IX               117
                                                                                                                     WC                 20
                                                                         Generation Z                                V%               16%
                                                                                                                      IX               162

*Please refer to glossary for detailed explanation of Generations.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   29
Chanel Cosmetics Buyer Profile
                         Generations*
                         This chart shows the index of the target profile group compared to the average Australian in terms of Generations*.

      Pre-Boomers                               51

     Baby Boomers                                                                   79

      Generation X                                                                                                              110

      Generation Y                                                                                                                       117

       Generation Z                                                                                                                                                                        162

                        30                                          65                                          100                                          135                                 170

*Please refer to glossary for detailed explanation of Generations.
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com          30
Chanel Cosmetics Buyer Profile
                            Roy Morgan Values Segments*
                            This table shows the Roy Morgan Values Segments* of the target profile group.

                                                           Chanel                                                                 Chanel

                                Total Sample Size              102                                     Total Sample Size              102
                                Population (000's)             127                                     Population (000's)             127

  ROY MORGAN VALUES SEGMENTS*                                            ROY MORGAN VALUES SEGMENTS*

                                              WC                  0                                                  WC                  3
  Basic Needs                                 V%                0%       Something Better                            V%                2%
                                               IX                10                                                   IX                35
                                              WC                  0                                                  WC                  2
  Fairer Deal                                 V%                0%       Real Conservatism                           V%                2%
                                               IX                 0                                                   IX                41
                                              WC                  9                                                  WC                 20
  Traditional Family Life                     V%                7%       Young Optimism                              V%               15%
                                               IX                35                                                   IX               192
                                              WC                  9                                                  WC                 27
  Conventional Family Life                    V%                7%       Visible Achievement                         V%               21%
                                               IX                56                                                   IX               118
                                              WC                 13                                                  WC                 44
  Look At Me                                  V%               10%       Socially Aware                              V%               35%
                                               IX               102                                                   IX               216

*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   31
Chanel Cosmetics Buyer Profile
                         Roy Morgan Values Segments*
                         This chart shows the index of the target profile group compared to the average Australian in terms of Roy Morgan Values
                         Segments*.

                   Basic Needs                10

                     Fairer Deal      0

       Traditional Family Life                               35

    Conventional Family Life                                                56

                    Look At Me                                                                                    102

             Something Better                                35

           Real Conservatism                                      41

              Young Optimism                                                                                                                                                      192

         Visible Achievement                                                                                                 118

                Socially Aware                                                                                                                                                             216

                                          0          20            40            60             80           100           120            140           160           180           200    220

*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com         32
Chanel Cosmetics Buyer Profile
                           Health and Fitness
                           This table shows the target profile group's attitudes to a range of Health and Fitness Statements.

                                                           Chanel                                                                 Chanel

                                    Total Sample Size          102                                        Total Sample Size           102
                                    Population (000's)         127                                        Population (000's)          127

  HEALTH AND FITNESS ATTITUDES -                                         HEALTH AND FITNESS ATTITUDES -
  AGREE                                                                  AGREE

                                                  WC            106                                                     WC              80
  I try to get enough calcium in my diet          V%           84%       I would like to be able to lose weight         V%            63%
                                                   IX           115                                                      IX             99
                                                  WC             37                                                     WC              87
  I always think of the number of calories in                            Health food is not necessary if you eat
                                                  V%           29%                                                      V%            68%
  the food I'm eating                                                    properly
                                                   IX           113                                                      IX             92
                                                  WC             65                                                     WC              37
  I try to buy additive free food                 V%           51%       A low fat diet is a way of life for me         V%            29%
                                                   IX           111                                                      IX             86
                                                  WC            105                                                     WC              27
  I'm feeling well and in good health             V%           83%       I love to do as many sports as possible        V%            21%
                                                   IX           105                                                      IX             85
                                                  WC             64                                                     WC              35
  I'm eating less red meat these days             V%           50%       I'm concerned about my cholesterol level       V%            27%
                                                   IX            99                                                      IX             74

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   33
Chanel Cosmetics Buyer Profile
                         Health and Fitness
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

      I try to get enough calcium in my diet                                                                                                                             115

   I always think of the number of calories
                                                                                                                                                                   113
            in the food I'm eating

                I try to buy additive free food                                                                                                              111

         I'm feeling well and in good health                                                                                                  105

       I'm eating less red meat these days                                                                                99

       I would like to be able to lose weight                                                                             99

    Health food is not necessary if you eat
                                                                                                         92
                    properly

        A low fat diet is a way of life for me                                            86

   I love to do as many sports as possible                                             85

       I'm concerned about my cholesterol
                                                            74
                      level

                                                    70                       80                       90                       100                     110                      120        130

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com    34
Chanel Cosmetics Buyer Profile
                           Government and Societal
                           This table shows the target profile group's attitudes to a range of Government and Societal Statements.

                                                           Chanel                                                                 Chanel

                                   Total Sample Size           102                                       Total Sample Size            102
                                   Population (000's)          127                                       Population (000's)           127

  GOVERNMENT AND SOCIETAL                                                GOVERNMENT AND SOCIETAL
  ATTITUDES - AGREE                                                      ATTITUDES - AGREE

                                                 WC              58                                                    WC               64
  Terrorists deserve the same rights as                                  I don't trust the current Australian
                                                 V%            46%                                                     V%             50%
  other criminals                                                        Government
                                                  IX            147                                                     IX              97
                                                 WC              51                                                    WC               71
  The Government is doing a good job                                     Crime is a growing problem in my
                                                 V%            40%                                                     V%             56%
  running the country                                                    community
                                                  IX            112                                                     IX              93
                                                 WC              96      Most secondary schools today place too        WC               50
  Aboriginal culture is an essential
                                                 V%            76%       little emphasis on academic                   V%             40%
  component of Australian society
                                                  IX            109      achievements                                   IX              85
                                                 WC              73                                                    WC               49
  I think it is the Government's duty to                                 Corruption is one of the major problems
                                                 V%            57%                                                     V%             39%
  support those who can't find work                                      facing this country
                                                  IX            102                                                     IX              78
  If I had an accident, the local hospital       WC              94                                                    WC               50
                                                                         Globalisation brings more problems than
  would provide me with adequate                 V%            74%                                                     V%             40%
                                                                         it solves
  treatment                                       IX            100                                                     IX              69

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   35
Chanel Cosmetics Buyer Profile
                         Government and Societal
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

                                     Terrorists deserve the same rights as other criminals                                                                                                 147

                                 The Government is doing a good job running the country                                                                                112

                      Aboriginal culture is an essential component of Australian society                                                                              109

                I think it is the Government's duty to support those who can't find work                                                                        102

   If I had an accident, the local hospital would provide me with adequate treatment                                                                       100

                                             I don't trust the current Australian Government                                                         97

                                               Crime is a growing problem in my community                                                       93

                  Most secondary schools today place too little emphasis on academic
                                                                                                                                        85
                                           achievements

                              Corruption is one of the major problems facing this country                                        78

                                         Globalisation brings more problems than it solves                              69

                                                                                                        50                      75                        100                    125       150

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com    36
Chanel Cosmetics Buyer Profile
                         Environmental
                         This table shows the target profile group's attitudes to a range of Environmental Statements.

                                                                                                                                  Chanel

                                                                                                          Total Sample Size           102
                                                                                                          Population (000's)          127

                                                                         ENVIRONMENTAL ATTITUDES - AGREE

                                                                                                                        WC              98
                                                                         If we don't act now we'll never control our
                                                                                                                        V%            77%
                                                                         environmental problems
                                                                                                                         IX            104
                                                                                                                        WC              79
                                                                         At heart I'm an environmentalist               V%            62%
                                                                                                                         IX            101
                                                                                                                        WC              86
                                                                         Environmentally friendly products are
                                                                                                                        V%            68%
                                                                         overpriced
                                                                                                                         IX            100
                                                                                                                        WC             103
                                                                         I try to recycle everything I can              V%            81%
                                                                                                                         IX             93
                                                                                                                        WC              33
                                                                         Threats to the environment are
                                                                                                                        V%            26%
                                                                         exaggerated
                                                                                                                         IX             75

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   37
Chanel Cosmetics Buyer Profile
                         Environmental
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

   If we don't act now we'll never control
                                                                                                                                           104
        our environmental problems

          At heart I'm an environmentalist                                                                                         101

   Environmentally friendly products are
                                                                                                                                 100
              overpriced

           I try to recycle everything I can                                                              93

           Threats to the environment are
                                                            75
                    exaggerated

                                                  70                       80                        90                      100                       110                      120        130

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com    38
Chanel Cosmetics Buyer Profile
                          Personal
                          This table shows the target profile group's attitudes to a range of Personal Statements.

                                                           Chanel                                                                 Chanel

                                    Total Sample Size          102                                      Total Sample Size             102
                                    Population (000's)         127                                      Population (000's)            127

  PERSONAL ATTITUDES - AGREE                                             PERSONAL ATTITUDES - AGREE

                                                  WC             88                                                   WC               103
  Homosexual couples should be allowed                                   Helping others is an important part of who
                                                  V%           69%                                                    V%              81%
  to adopt children                                                      I am
                                                   IX           136                                                    IX               96
  I prefer to support longer term                 WC             81                                                   WC                80
                                                                         I tend to make decisions based on logic
  development aid projects rather than            V%           64%                                                    V%              63%
                                                                         rather than emotions
  crisis/emergency appeals                         IX           127                                                    IX               93
                                                  WC             36                                                   WC                80
  I believe a percentage of everyone's                                   I think the gap between rich and poor is
                                                  V%           29%                                                    V%              63%
  income should go to charities                                          growing
                                                   IX           122                                                    IX               75
                                                  WC             50      Obedience and respect for authority are      WC                57
  When I'm at home, I like to shut myself off
                                                  V%           39%       the most important virtues children          V%              45%
  from the rest of the world
                                                   IX           119      should learn                                  IX               72
                                                  WC            111                                                   WC                17
  I'm optimistic about the future                 V%           88%       I believe homosexuality is immoral           V%              14%
                                                   IX           114                                                    IX               52
                                                  WC             80                                                   WC                28
                                                                         There's too much change going on these
  I worry about getting skin cancer               V%           63%                                                    V%              22%
                                                                         days
                                                   IX           111                                                    IX               50
                                                  WC             69
  When dealing with charities I respond
                                                  V%           54%
  more with my heart than my head
                                                   IX           111

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   39
Chanel Cosmetics Buyer Profile
                         Personal
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

                         Homosexual couples should be allowed to adopt children                                                                                                        136

             I prefer to support longer term development aid projects rather than
                                                                                                                                                                               127
                                    crisis/emergency appeals

              I believe a percentage of everyone's income should go to charities                                                                                             122

            When I'm at home, I like to shut myself off from the rest of the world                                                                                      119

                                                            I'm optimistic about the future                                                                         114

                                                        I worry about getting skin cancer                                                                        111

       When dealing with charities I respond more with my heart than my head                                                                                     111

                                      Helping others is an important part of who I am                                                           96

                    I tend to make decisions based on logic rather than emotions                                                             93

                                     I think the gap between rich and poor is growing                                        75

   Obedience and respect for authority are the most important virtues children
                                                                                                                           72
                                 should learn

                                                      I believe homosexuality is immoral                 52

                                       There's too much change going on these days                     50

                                                                                                 40               60                80               100               120                 140   160

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com          40
Chanel Cosmetics Buyer Profile
                           Shopping and Product
                           This table shows the target profile group's attitudes to a range of Shopping and Product Statements.

                                                           Chanel                                                                 Chanel

                                   Total Sample Size           102                                       Total Sample Size            102
                                   Population (000's)          127                                       Population (000's)           127

  SHOPPING AND PRODUCT ATTITUDES -                                       SHOPPING AND PRODUCT ATTITUDES -
  AGREE                                                                  AGREE

                                                 WC              48                                                     WC             102
                                                                         I believe quality is more important than
  I was born to shop                             V%            38%                                                      V%            81%
                                                                         price
                                                  IX            291                                                      IX            108
                                                 WC              93                                                     WC              59
                                                                         I am always ready to try new and different
  I enjoy clothes shopping                       V%            74%                                                      V%            46%
                                                                         products
                                                  IX            183                                                      IX             87
                                                 WC              33                                                     WC              77
                                                                         I try to buy Australian made products as
  I choose a car mainly on its looks             V%            26%                                                      V%            60%
                                                                         often as possible
                                                  IX            161                                                      IX             86
                                                 WC              39                                                     WC              32
  I will buy a product because of the label      V%            31%       I would like to buy a home computer            V%            26%
                                                  IX            136                                                      IX             83
                                                 WC              72                                                     WC              42
  I trust well known brands better than the
                                                 V%            57%       I'll go out of my way in search of a bargain   V%            33%
  stores' own
                                                  IX            125                                                      IX             79
                                                 WC              77                                                     WC              34
  I like to try the free samples they offer in                           I buy more store's own products than well
                                                 V%            61%                                                      V%            27%
  supermarkets                                                           known brands
                                                  IX            118                                                      IX             72
                                                 WC              36                                                     WC              45
  You can tell a type of person by the type
                                                 V%            28%       I don't buy luxuries anymore                   V%            36%
  of car they drive
                                                  IX            113                                                      IX             64
                                                 WC              62                                                     WC              45
                                                                         Expensive restaurants are not worth the
  I enjoy grocery shopping                       V%            49%                                                      V%            35%
                                                                         money
                                                  IX            112                                                      IX             52
                                                 WC              94
  I have favourite brands for most things I
                                                 V%            74%
  buy and I tend to stick to them
                                                  IX            110

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com   41
Chanel Cosmetics Buyer Profile
                         Shopping and Product
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

                                                                     I was born to shop                                                                                                      291

                                                              I enjoy clothes shopping                                                                            183

                                                   I choose a car mainly on its looks                                                                     161

                                           I will buy a product because of the label                                                             136

                            I trust well known brands better than the stores' own                                                             125

                         I like to try the free samples they offer in supermarkets                                                        118

                      You can tell a type of person by the type of car they drive                                                       113

                                                              I enjoy grocery shopping                                                  112

     I have favourite brands for most things I buy and I tend to stick to them                                                         110

                                     I believe quality is more important than price                                                   108

                             I am always ready to try new and different products                                          87

                     I try to buy Australian made products as often as possible                                           86

                                               I would like to buy a home computer                                        83

                                        I'll go out of my way in search of a bargain                                   79

                      I buy more store's own products than well known brands                                         72

                                                         I don't buy luxuries anymore                             64

                                 Expensive restaurants are not worth the money                               52

                                                                                              0                50               100                 150              200               250   300

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com      42
Chanel Cosmetics Buyer Profile
                             Food
                            This table shows the target profile group's attitudes to a range of Food Statements.

                                                           Chanel                                                                 Chanel                                                             Chanel

                                     Total Sample Size         102                                        Total Sample Size           102                                       Total Sample Size       102
                                     Population (000's)        127                                        Population (000's)          127                                       Population (000's)      127

  FOOD ATTITUDES - AGREE                                                 FOOD ATTITUDES - AGREE                                                 FOOD ATTITUDES - AGREE

                                                   WC            25                                                     WC              97                                                    WC         71
  The food I eat is all, or almost all,                                                                                                         I won't buy genetically modified food if I
                                                   V%          20%       I prefer to eat healthy snacks                 V%            76%                                                     V%       56%
  vegetarian                                                                                                                                    can help it
                                                    IX          211                                                      IX            122                                                     IX       109
                                                   WC            56                                                     WC             104                                                    WC         68
  I like to drink wine with my meals               V%          44%       I enjoy food from all over the world           V%            82%       Taste is more important than ingredients      V%       54%
                                                    IX          175                                                      IX            121                                                     IX       108
                                                   WC            24                                                     WC              31                                                    WC         31
  I avoid dairy foods whenever possible            V%          19%       I often buy take away food to eat at home      V%            24%       I seldom have time for breakfast              V%       25%
                                                    IX          153                                                      IX            119                                                     IX       107
                                                   WC            43                                                     WC              90                                                    WC         26
  I try to buy organic food whenever I can         V%          34%       I restrict how much I eat of fattening foods   V%            71%       I don't have time to spend cooking            V%       21%
                                                    IX          142                                                      IX            119                                                     IX       105
                                                   WC            89                                                     WC              59                                                    WC         50
  People often compliment me on my
                                                   V%          70%       I'm constantly watching my weight              V%            47%       I tend to snack throughout the day            V%       40%
  cooking
                                                    IX          140                                                      IX            116                                                     IX       103
                                                   WC            89                                                     WC             104                                                    WC         80
                                                                         I like to eat healthily but don't want to
  If I see a new type of food I will try it        V%          70%                                                      V%            82%       I like to have traditional meals at home      V%       63%
                                                                         compromise on taste
                                                    IX          133                                                      IX            116                                                     IX        96
                                                   WC            90                                                     WC              22                                                    WC         23
  I buy much more fresh or chilled foods                                 I often buy frozen or chilled ready
                                                   V%          71%                                                      V%            18%       I buy the same food every week                V%       18%
  than I used to                                                         prepared meals
                                                    IX          130                                                      IX            111                                                     IX        58
                                                   WC            31
  My pet is a fussy eater                          V%          25%
                                                    IX          123

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com               43
Chanel Cosmetics Buyer Profile
                         Food
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

                      The food I eat is all, or almost all, vegetarian                                                                                                                           211
                                    I like to drink wine with my meals                                                                                                             175
                              I avoid dairy foods whenever possible                                                                                                        153
                            I try to buy organic food whenever I can                                                                                                 142
                       People often compliment me on my cooking                                                                                                  140
                                 If I see a new type of food I will try it                                                                                     133
            I buy much more fresh or chilled foods than I used to                                                                                          130
                                                 My pet is a fussy eater                                                                                 123
                                         I prefer to eat healthy snacks                                                                               122
                                  I enjoy food from all over the world                                                                               121
                          I often buy take away food to eat at home                                                                                  119
                         I restrict how much I eat of fattening foods                                                                                119
                                   I'm constantly watching my weight                                                                                116
     I like to eat healthily but don't want to compromise on taste                                                                                  116
               I often buy frozen or chilled ready prepared meals                                                                              111
               I won't buy genetically modified food if I can help it                                                                          109
                           Taste is more important than ingredients                                                                           108
                                     I seldom have time for breakfast                                                                         107
                                   I don't have time to spend cooking                                                                        105
                                   I tend to snack throughout the day                                                                        103
                             I like to have traditional meals at home                                                             96
                                      I buy the same food every week                                        58

                                                                               0         20          40          60        80          100         120         140         160     180     200    220

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com           44
Chanel Cosmetics Buyer Profile
                            Advertising and Media
                            This table shows the target profile group's attitudes to a range of Advertising and Media Statements.

                                                           Chanel                                                                 Chanel                                                            Chanel

                                     Total Sample Size         102                                      Total Sample Size             102                                      Total Sample Size       102
                                     Population (000's)        127                                      Population (000's)            127                                      Population (000's)      127

  ADVERTISING AND MEDIA ATTITUDES -                                      ADVERTISING AND MEDIA ATTITUDES -                                      ADVERTISING AND MEDIA ATTITUDES -
  AGREE                                                                  AGREE                                                                  AGREE

                                                   WC            84                                                   WC                40                                                   WC         21
                                                                         I use coupons I find in magazines or on                                Quite often I find TV advertising more
  I enjoy buying magazines                         V%          66%                                                    V%              31%                                                    V%       17%
                                                                         packets                                                                entertaining than the programs
                                                    IX          192                                                    IX              105                                                    IX        95
                                                   WC            30                                                   WC                90                                                   WC         74
  My letterbox says 'no junk mail' (or                                   Advertising posters in shopping centres                                I always watch the news on TV to keep me
                                                   V%          23%                                                    V%              71%                                                    V%       58%
  similar)                                                               and malls don't interest me                                            up-to-date
                                                    IX          126                                                    IX              104                                                    IX        89
                                                   WC            85                                                   WC                57                                                   WC         41
  I can't miss seeing those big billboard                                I don't read the ads in newspapers and                                 I often redeem coupons to get discounts
                                                   V%          67%                                                    V%              45%                                                    V%       32%
  signs                                                                  magazines                                                              or special offers
                                                    IX          121                                                    IX              103                                                    IX        89
                                                   WC            27                                                   WC                28                                                   WC         17
  I always read the business section of the                              I often notice the advertisements on the                               I often enter competitions run by
                                                   V%          21%                                                    V%              22%                                                    V%       13%
  newspaper                                                              tops and backs of taxis                                                newspapers, magazines or radio stations
                                                    IX          121                                                    IX              102                                                    IX        82
                                                   WC           110                                                   WC                74      I often take advantage of the special        WC         19
  I listen to the radio in the car                 V%          87%       I can't help noticing advertising on buses   V%              58%       offers on the back of my supermarket         V%       15%
                                                    IX          112                                                    IX               99      shopping docket                               IX        80
                                                   WC            33                                                   WC                95      I usually notice the advertisements on       WC         10
  I find TV advertising interesting                V%          26%       Some TV advertising is devious               V%              75%       shopping trolleys when I go grocery          V%        8%
                                                    IX          108                                                    IX               96      shopping                                      IX        77
                                                   WC            59                                                   WC                33                                                   WC         13
                                                                         TV advertising often gives me something                                I often enter competitions which are on
  I record TV programs if I can't watch them       V%          47%                                                    V%              26%                                                    V%       10%
                                                                         to talk about                                                          packets or labels on products
                                                    IX          107                                                    IX               96                                                    IX        69
                                                   WC            82
  Nearly all TV advertising annoys me              V%          65%
                                                    IX          106

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com              45
Chanel Cosmetics Buyer Profile
                         Advertising and Media
                         This chart shows the index of the target profile group's attitudes compared to the average Australian.

                                                                            I enjoy buying magazines                                                                                                192
                                                         My letterbox says 'no junk mail' (or similar)                                                                          126
                                                        I can't miss seeing those big billboard signs                                                                       121
                                              I always read the business section of the newspaper                                                                           121
                                                                         I listen to the radio in the car                                                             112
                                                                      I find TV advertising interesting                                                              108
                                                          I record TV programs if I can't watch them                                                                107
                                                                Nearly all TV advertising annoys me                                                                 106
                                                   I use coupons I find in magazines or on packets                                                                  105
                              Advertising posters in shopping centres and malls don't interest me                                                                   104
                                                I don't read the ads in newspapers and magazines                                                                103
                                  I often notice the advertisements on the tops and backs of taxis                                                              102
                                                           I can't help noticing advertising on buses                                                    99
                                                                     Some TV advertising is devious                                                      96
                                             TV advertising often gives me something to talk about                                                       96
                            Quite often I find TV advertising more entertaining than the programs                                                       95
                                             I always watch the news on TV to keep me up-to-date                                                    89
                                         I often redeem coupons to get discounts or special offers                                                  89
                      I often enter competitions run by newspapers, magazines or radio stations                                                82
   I often take advantage of the special offers on the back of my supermarket shopping docket                                                 80
            I usually notice the advertisements on shopping trolleys when I go grocery shopping                                               77
                            I often enter competitions which are on packets or labels on products                                        69

                                                                                                            0      20       40        60           80         100         120     140   160   180   200

Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com            46
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