FRANCE: ATTITUDES OF CHILDREN 2 TO 19 YEARS OLD

Article Abstract:

French youngsters aged from 2 to 19 years old represent 13.509mn people. According to survey by Secodip's Consojunior, they have a budget of over FFr 12bn in pocket money every year. Young people like advertising, particularly those from 8 to 10 years old - 62% say that they like it compared with 46% of those from 14 to 19 years old. Of the 8 to 19 year-olds surveyed, 69% say that they like television, while 18% said that magazines are their favourite media. Coca-Cola leads the list of 10 brands which are best-known by the 8-to 19-year-olds, and was named by 98.5% of them, followed by Carambar, named by 97.5%; LU with 97.4%; Oasis with 96.9%; BN Gouter with 96.1%), and Haribo with 95.7%. Coca-Cola is also the brand which is most consumed by the 8-to 19 year-olds, cited by 67.6%; followed by Chupa-Chups with 66.1%, Camabar with 58.4%, and Kinder Surprise with 54.8%. According to this survey, boys aged 11 to 19 spend an average of 20 hours and nine minutes at computers, video game consoles, or watching television, while girls spend 18 hours and 17 minutes. The boys spend an average of 13 hours and 42 minutes watching television, compared with 14 hours and 29 minutes for girls; boys spend average 3 hours and 23 minutes at computers, compared with 2 hours and 22 minutes for girls, and boys spend 3 hours and four minutes on video game consoles compared with 1 hour and 26 minutes for girls. This survey also shows that 55% of households with children have a computer, compared with a national average of 27%. The computers are not reserved for adults since 60.4% of children 2 to 4 years old use them, while 82.2% of those 15 to 19 years olds say that they use the computer to work, 72% say that they use it to play, and 62.3% say they use it to read CD-ROMs. The Secodip survey shows that a total of 20% of the Internet connection rates are made by young people. This proportion rises to 42% for those 18 to 19 years old, and to 38% for those 15 to 17 years old.

Carambar, Chupa Chups, Haribo, Lu, Oasis International Group Ltd.

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FRANCE: WHAT WOMEN BUYERS WANT

Article Abstract:

As part of the Scanner 2000/Interdeco survey, Secodip has asked women which stores they prefer. Of those surveyed, 37.9% preferred small neighbourhood supermarkets, 30.6% preferred small shops, 17.3% liked supermarkets and hypermarkets, and 13.3% (mainly young mothers who are well-off and who live in towns or cities) named shopping centres with an arcade. The principal criteria of choice of store is to be able to go there on foot. Of the women surveyed, 13.5% voted for direct factory purchases while only 3.7% said they liked buying things on the Internet. The departments which women visited most are hygiene-beauty, apparel, and food. They were satisfied with the quality of the products and the value for money offered by retail chains. The women now want stores to provide a strong client relationship with services such as child-minding, a counter for developing pictures, etc. The women also like to be able to leave their purchases and have them delivered. Of the women surveyed, 40% have one or more loyalty card, and they like promotional offers, and want to be informed about them all the time. Their favourite promotion is to collect points, but the reduction coupons available in stores, mailboxes, and on packaging are growing. The three criteria for the purchase of a product are the brand, the packaging and the product's setting. In terms of brands, for 83.7% of the women the brand is a reference point, for 73.3% it is an indication of know-how, particularly in beauty and fashion. In terms of expectations concerning these brands, 60.4% cited faultless manufacturing quality, 40.6% indicated a commitment to services, and 35.1% said a better product than the competitors.

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FRANCE: NUMBER OF SENIOR CITIZENS AND MARKETING

Article Abstract:

According to forecasts, 41% of the French will be over 50 in 2020, compared with 32% at present. In 2002, senior citizens will represent 60% of the purchasing power of French people. Up to 65, there is no real break in consumption; up to that age the consumption habits of senior citizens are very close to those people who are 45 years old. Therefore, according to Secodip's Marketing Book Seniors, it is worthwhile considering those over 50 to be a marketing target in themselves. However, marketing departments remained oriented toward the centre of the target of those 25-35 years old with a children, for fear of making their brands age prematurely by addressing target of 50 and over. As a result the products are the market which are designed especially for senior citizens are rare. Such marketing efforts may be carried out in France by supermarkets and hypermarkets. Monoprix, for instance, intends to develop products for this target, and Auchan is testing a special check-out stand for senior citizens so that they won't have to wait.

Auchan S.A., Societe Centrale d'Achats

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