Chanel Cosmetics Buyer Profile
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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
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
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
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
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
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
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 7How 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 8The world’s best research at your fingertips.
With increasingly fierce competition in tough economic times, he or she who understands how his or her customers are thinking, behaving and how their
expectations are changing wins.
Nothing is likely to boost your marketing ROI like an intimate appreciation of your customers’ needs: how they go about choosing your brand or a
competitors’ - and how to reach them most cost-effectively.
There may never have been a time when it was more important to base your business decisions on well-conceived, scrupulously conducted research from
a reliable, trustworthy company with a proven track record.
As Australia’s longest-established and largest independent research organisation, Roy Morgan Research conducts over 1,000 interviews every week and
provides quantitative profiles and reports, many of which are based on hundreds of thousands of personal interviews.
Next time you’re about to commission some research, it’s worth checking to see if we’ve already conducted the study with the results available now.
Often, for less than the cost of one focus group you could have an in-depth profile of your customers or key competitor’s customers - based on thousands
of interviews – backed by the credibility of Australia’s leading independent research company. And it can be on your desk within the hour. If you can’t
find the research you’re looking for, there’s still a good chance it’s available but hasn’t made it into our catalogue, so please email us or give us a call on
the one-eight-hundred number.
enquiries@roymorganonlinestore.com
1800 633 813
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 9Chanel 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 10Chanel 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 11Chanel 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 12Chanel 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 13Chanel 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 14Chanel 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 15Chanel 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 16Chanel 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 17Chanel 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 ($) mn 140,130
Source: Roy Morgan Research October 2010 - September 2011
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com 19Chanel Cosmetics Buyer Profile
Respondent Income
The first chart shows the average incomes of the target profile group and the second chart shows the index of the target
profile group compared to the average Australian in terms of Respondent income.
200,000
175,000
150,000 140,130
125,000
100,000
75,000
45,030
50,000
25,000
0
Average Respondent Income ($) 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 20Chanel 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 21Chanel 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 22Chanel 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 23Chanel 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 24Chanel 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 25Chanel 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 26Chanel 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 27Chanel 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 28Chanel 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 29Chanel 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 30Chanel 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 31Chanel 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 32Chanel 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 33Chanel 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 34Chanel 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 35Chanel 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 36Chanel 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 37Chanel 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 38Chanel 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 39Chanel 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 40Chanel 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 41Chanel 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 42Chanel 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 43Chanel 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 44Chanel 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 45Chanel 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 46You can also read
