波蘭冰箱用戶分析報告：意黛喜(Indesit)-外文版培訓課件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Indesit

owners

inPolandConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofIndesit

owners

inPoland:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Indesitowners

inPoland

(’’brandusers’’)againstPolish

refrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Polish

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Poland)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsIndesit

is

the

eighth

most

owned

refrigerator

brand

in

Poland

with

Samsung

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinPolandSamsungAmica19%17%16%BekoBosch11%LG6%6%6%ElectroluxWhirlpoolIndesitGorenjeSiemens3%2%1%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,945

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Indesit

is

fairly

similar

to

Q1

of2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningIndesit4%4%4%4%4%3%3%3%3%3%3%3%3%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=57

-

85

Indesit

owners,n=1931

-

2029

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Indesit

owners

in

PolandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsIndesit

ismore

popularamongMillennials

thanother

refrigeratorbrands.Making

theirown

decisions

islessimportant

to

Indesit

owners

thantoother

refrigerator

owners.Itstands

out

thatonly

30%

ofIndesitowners

buynew

electronics,

even

whentheirold

model

stillworks.YouTube

ismore

popularamong

Indesitowners

thanthe

average

refrigeratorowner.53%

ofIndesit

owners

are

male.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

Indesitowners.21%

ofIndesit

owners

are

laggardswhen

itcomes

toinnovation

adoption.Indesit

owners

remember

seeing

adsonsearch

engines

lessoften

than

otherrefrigerator

owners.Indesit

hasalarger

shareof

ownerswith

amedium

household

income

thanother

refrigerator

brands.Arelatively

highshare

ofIndesit

ownersthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.Traveling

isarelatively

popularhobbyamong

Indesit

owners.Indesit

owners

aremore

likely

to

live

inrural

communities

than

refrigeratorowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Indesit

is

more

popular

among

Millennials

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinPolandBrand

users5%48%42%5%Category

usersAllrespondents21%21%38%32%8%40%31%8%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

Indesit

owners

are

maleDemographic

profile:

genderGenderofconsumersinPolandBrand

users53%47%Category

usersAllrespondents48%52%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

Indesit

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinPoland36%34%

34%29%28%

27%17%

17%16%15%14%14%3%3%

3%2%

2%2%1%

1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024Indesit

has

a

larger

share

of

owners

with

a

medium

household

income

thanother

refrigerator

brandsDemographic

profile:

incomeShare

ofconsumersinPoland

inthehigh,

middle,

and

lowthirdsof

monthlyhouseholdgrossincomeBrand

users33%34%33%42%25%Category

usersAllrespondents32%34%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

202438%

of

Indesit

owners

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinPoland

live38%36%36%20%

20%19%16%16%14%14%12%11%9%7%

7%7%7%5%3%

3%Other2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Indesit

owners

are

more

likely

to

live

in

rural

communities

than

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinPoland33%

33%32%30%26%25%23%18%18%15%14%10%9%8%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

20243%

of

Indesit

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinPolandBrand

users3%89%8%7%8%Category

usersAllrespondents6%87%6%87%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=66

Indesit

owners,

n=1,945

refrigerator

owners,

n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMakingtheir

own

decisions

is

less

important

to

Indesit

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPoland64%59%60%59%59%58%56%

57%53%21%20%24%24%23%23%22%21%16%20%20%18%17%17%15%15%15%13%12%9%9%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeAdvancingmy

careerSocial

justiceLearningnew

thingsTraditionsMaking

myown

decisionsTobesuccessfulHavingagood

timeBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofIndesit

ownersConsumer

lifestyle:

main

interestsTop10

interestsofIndesitownersinPoland61%61%56%53%50%49%48%48%46%45%43%43%

43%42%36%39%38%38%33%32%36%36%36%35%34%33%33%31%30%

30%Movies,TVshows&musicTravelFood

&diningPolitics&societyandcurrentworld

eventsHome

&gardenScience

&technologyHealth

&fitnessHistorySportsFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

popular

hobby

among

Indesit

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofIndesit

owners

inPoland52%45%41%43%42%41%41%40%40%39%36%32%30%33%33%33%32%29%27%29%27%30%30%30%28%26%26%26%22%

22%TravelingCooking/bakingPetsReadingOutdooractivitiesGardeningandplantsShoppingDIYandarts&craftsDoing

sportsandfitnessTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Indesit

owners

are

more

likely

to

go

hiking

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofIndesitownersinPoland27%19%18%17%16%15%14%13%14%12%11%11%10%10%

10%10%9%10%9%9%9%7%7%

7%7%6%6%5%5%5%HikingFitness,aerobics,

cardioRunning/joggingDancingSwimming/DivingCyclingSoccerTableTennisVolleyball

/Beach

VolleyballBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=30

Indesit

owners,n=818

refrigerator

owners,n=4,726

allrespondentsConsumer

Insights

Global

as

of

June

2024Indesit

owners

are

more

likely

to

follow

soccer

than

other

refrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byIndesit

owners

inPoland33%27%26%23%19%18%15%13%11%13%11%10%10%9%9%9%

9%9%8%8%8%7%6%5%5%5%4%3%2%

3%Winter

sportsSoccerVolleyballAthleticsTennisBoxingHandballBasketballCyclingIceHockey(track&field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=24

Indesit

owners,n=695

refrigerator

owners,n=4,186

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

consumer

electronics?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

only

30%

of

Indesit

owners

buy

new

electronics,

even

whentheir

old

model

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inPoland52%50%49%45%44%44%32%

32%30%26%

26%26%21%

22%15%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIbuynew

electronics,even

when

myoldmodel

stillworksIwould

love

tocontrol

my

home

viasmartphone

or

voiceElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=2,037

all

respondentsConsumer

Insights

Global

as

of

June

202421%

of

Indesit

owners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPoland48%45%39%25%24%23%21%15%

15%14%

14%13%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Indesit

owners

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Poland

according

toIndesit

owners76%73%66%64%63%61%58%48%47%47%42%39%37%42%41%41%38%32%29%35%34%27%32%33%

32%33%26%24%30%26%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityEconomicsituationDefense

&foreign

affairsCivilrightsEnvironmentEducationGovernmentdebtHousingClimatechangeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66

Indesitowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Indesit

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinPolandBrand

users23%22%23%41%18%18%19%18%Category

usersAllrespondents34%25%33%26%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

Indesit

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinPoland

bybrand84%81%86%71%

71%86%52%

53%44%42%33%29%23%12%20%

19%10%20%14%13%10%6%5%

5%3%

2%0%

1%1%0%GoldenLineYouTubeFacebookTikTokInstagramLinkedInPinterest

X(Twitter)RedditASKfmBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=21

Indesitowners,n=494

refrigerator

owners,n=3045

all

respondentsConsumer

Insights

Global

as

of

June

202483%

of

Indesit

owners

watched

TVin

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinPoland

havebeen

usinginthepast4weeks83%

81%79%69%68%68%65%

67%62%53%

51%52%50%49%48%42%41%36%35%27%33%

34%

33%Podcasts30%

29%28%25%23%

22%Daily17%12%

13%11%TVDigitalvideocontentRadioOnlinenewswebsitesMovies

/cinemaDigitalmusiccontentOnlineMagazinesWeeklynewspapers

newspapersmagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Indesit

owners

remember

seeing

ads

on

search

engines

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereIndesitownersinPoland

havecome

across

digitaladvertisinginthepast4weeks56%54%53%39%39%

39%37%36%

33%31%33%32%19%18%18%21%20%20%20%19%13%19%17%

17%12%16%17%15%14%14%Video

portalsSocial

mediaOnlinestores

Search

enginesEditorialwebsitesandappsWebsitesandappsof

brandsPodcastsVideo

games

Video

streaming

MusicportalsservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189all

respondentsConsumer

Insights

Global

as

of

June

2024Indesit

owners

remember

ads

they

saw

in/at

the

movies/cinema

less

often

thanother

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinPoland

havecome

across

non-digital

advertisinginthepast4weeks47%47%46%42%

41%39%38%37%36%35%33%32%26%

26%20%20%

20%18%17%

17%14%

14%14%9%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=66

Indesit

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGaina