波蘭冰箱用戶分析報告：Beko倍科-外文版培訓課件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Beko

ownersinPolandConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBeko

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

Beko

owners

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

insightsWith

a

user

share

of

16%,

Beko

is

one

of

the

top

3

refrigerator

brands

in

PolandManagement

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

Beko

is

fairly

similar

to

Q1

of2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBeko17%17%17%16%16%16%16%15%15%15%15%15%14%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=289

-338

Beko

owners,

n=1931

-

2029

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Beko

owners

in

PolandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleMaking

theirown

decisions

islessimportant

to

Beko

owners

thanto

other

close

attention

to

energy

efficiencyConsumerattitudesMarketing

touchpoints39%

ofBeko

owners

are

Millennials.55%

ofBeko

owners

are

female.48%

ofBeko

owners

statethatthey

payTikTok

ismore

popularamong

Bekoowners

thanthe

average

refrigeratorowner.refrigerator

owners.when

choosing

electronics.Beko

hasalarger

shareof

owners

withalow

income

than

otherrefrigeratorbrands.Fashion

and

beauty

arerelativelyprevalent

interests

of

Beko

owners.50%

ofBeko

owners

are

inthe

earlymajority

of

innovationadopter

types.Beko

owners

remember

seeing

adsonvideo

streaming

services

more

oftenthan

theaverage

consumer.46%

ofBeko

owners

havereading

as

ahobby.61%

ofBeko

owners

thinkthatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Beko

owners

aremore

likely

to

live

inrural

communities

thanrefrigeratorowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+39%

of

Beko

owners

are

MillennialsDemographic

profile:

generationsAgeof

consumersinPolandBrand

users26%39%30%6%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=308

Beko

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202455%

of

Beko

owners

are

femaleDemographic

profile:

genderGenderofconsumersinPolandBrand

users45%55%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=308Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202441%

of

Beko

owners

have

an

upper

secondary

education

with

the

permission

togo

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinPoland41%34%

34%28%

27%20%17%16%16%15%15%14%4%3%3%

3%2%

2%2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024Beko

has

a

larger

share

of

owners

with

a

low

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinPoland

inthehigh,

middle,

and

lowthirdsof

monthlyhouseholdgrossincomeBrand

users34%34%33%26%39%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=308

Beko

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024The

living

arrangements

of

Beko

owners

and

refrigerator

owners

overall

aresimilarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinPoland

live37%36%36%20%19%19%16%16%16%12%11%10%8%7%

7%7%7%6%4%3%

3%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-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=308

Beko

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

are

more

likely

to

live

in

rural

communities

than

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinPoland33%32%31%26%25%25%23%18%18%15%14%14%10%9%7%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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

Beko

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinPolandBrand

users5%6%86%9%Category

users87%7%Allrespondents

6%87%8%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=308

Bekoowners,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

Beko

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPoland60%56%59%56%60%59%58%58%57%21%20%19%23%19%21%22%17%16%15%16%21%16%20%12%18%18%17%15%15%13%Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityLearningnew

thingsSocial

justiceMaking

myown

decisionsTraditionsAdvancingmy

careerTobesuccessfulHavingagood

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=308

Bekoowners,n=1,945refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Beko

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBeko

owners

inPoland49%48%46%48%46%43%40%43%43%42%38%38%36%39%38%38%37%

34%33%36%36%36%33%31%35%34%30%30%31%30%Food

&diningMovies,TVshows&musicTravelSportsHealth

&fitnessFashion&beautyHome

&gardenScience

&technologyPolitics&societyandcurrentworld

eventsHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=308

Beko

owners,

n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

202446%

of

Beko

owners

have

reading

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBeko

owners

inPoland45%46%41%41%40%43%42%40%40%33%35%34%32%28%32%32%27%29%26%30%30%28%26%29%25%29%27%26%27%26%ReadingCooking/bakingTravelingPetsVideo

gamingShoppingOutdooractivitiesTech

/computersDoing

sportsandfitnessGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

participate

in

similar

sports

and

activities

as

other

refrigeratorownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBeko

owners

inPoland19%17%16%16%14%15%14%14%13%12%10%10%10%

10%10%10%9%9%9%9%8%8%7%7%7%7%7%7%7%6%HikingFitness,aerobics,

cardioRunning/joggingDancingSoccerSwimming/DivingCyclingVolleyball

/Beach

VolleyballBasketballBadmintonBrand

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=123

Bekoowners,n=818

refrigerator

owners,n=4,726

allrespondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

follow

similar

sports

leagues,

teams,

and

competitions

as

ownersof

other

refrigerator

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBekoowners

inPoland29%27%26%18%20%19%13%13%13%11%11%10%10%9%9%9%9%

9%9%8%7%7%7%6%5%

5%5%5%4%3%SoccerVolleyballTennisBasketballBoxingHandballMixedAthleticsIceHockeyMotorsportsMartial

Arts(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=118

Bekoowners,n=695

refrigerator

owners,n=4,186

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

consumer

electronics?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2148%

of

Beko

owners

state

that

they

pay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inPoland51%50%49%48%44%44%32%

32%31%26%

26%

26%21%

22%20%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=308

Bekoowners,n=1,945

refrigerator

owners,n=2,037

all

respondentsConsumer

Insights

Global

as

of

June

202450%

of

Beko

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPoland50%48%45%27%25%23%15%

15%14%13%12%11%1%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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

202461%

of

Beko

owners

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Poland

according

toBeko

owners66%63%64%61%61%58%48%47%37%44%42%38%42%40%34%38%35%33%35%

31%29%34%34%29%33%33%32%32%32%28%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityEconomicsituationCivilrightsEducationUnemploymentDefense

&foreign

affairsHousingEnvironmentPovertyBrand

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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinPolandBrand

users22%22%23%29%28%21%Category

usersAllrespondents34%25%19%33%26%18%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=308

Bekoowners,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

touchpointsTikTok

is

more

popular

among

Beko

ownersthan

the

average

refrigerator

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinPoland

bybrand84%84%86%71%

71%61%52%57%54%53%44%42%29%23%20%

20%20%19%16%17%12%13%19%13%

13%9%8%6%6%5%FacebookYouTube

InstagramTikTokX(Twitter)

SnapchatCategory

usersPinterestLinkedInTwitchRedditBrand

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=95

Bekoowners,n=494

refrigerator

owners,

n=3045

all

respondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

tend

to

read

daily

newspapersmore

often

than

refrigeratorowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinPoland

havebeen

usinginthepast4weeks81%

81%79%69%68%67%66%

65%

67%51%50%49%49%48%48%42%

42%41%34%33%31%30%

29%28%

28%

23%27%25%22%

22%12%

13%11%TVDigitalvideocontentRadioOnlinenewswebsitesMovies

/cinemaDigitalmusiccontentPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Beko

owners

remember

seeing

ads

on

video

streaming

services

more

oftenthan

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBeko

owners

inPoland

havecome

across

digital

advertisinginthepast4weeks56%54%54%39%39%37%42%39%37%33%31%32%21%25%20%23%19%18%17%18%16%20%15%14%19%19%19%17%16%15%Video

portals

Search

engines

OnlinestoresSocial

mediaVideo

games

Video

streaming

MusicportalsservicesWebsitesandappsof

brandsEditorialwebsitesandappsBlogs/forumsBrand

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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189all

respondentsConsumer

Insights

Global

as

of

June

2024Non-digital

advertising

touchpoints

of

Beko

owners

are

similar

to

those

of

allrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinPoland

havecome

across

non-digital

advertisinginthepast4weeks48%47%46%42%

41%40%38%37%36%35%33%32%28%26%

26%22%20%

20%17%

17%

17%16%14%

14%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon

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=308

Bekoowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstand