titlemaster_med To whom should be sold free time? (The leisure in Czech way) Malchárková, Procházková, Vanková The aim nTo create the typology of spending leisure time by Czech population, focusing on their shopping tendencies n n-> how do particular groups of people spend their free time? n-> what is their shopping behaviour like? n Background of the research ncompany L.W.P (Leisure With Pleasure) ¨initial research of spending free time by the Czech population with the aim of identifying potential costumers and define their values ¨Prediction of their future behaviour ¨ nOutcomes will be used to project a modern and lucrative type of „leisure time“ centre with a number of new services and with the sale of related products Creating the typology ndata: National research of consumption, media and lifestyle (2004) ntool of analysis: program SPSS nused procedures: cluster analysis and cross tabs n nused variables: ¨Most often I spend my leisure time in nature. ¨I often attend various culture activities in my leisure time. ¨I often do sports in my free time. ¨I often do housework at home or at the garden in my leisure time. ¨I often watch TV or listen to the radio in my free time. ¨I like spending most of my free time in the pub. Segmentation of the population % nature ** culture sport household garden TV a radio pub DIVERSITY 17,8 1 642 761 84,9 61,5 79,4 90,8 84,9 26,2 REPOSE 20,9 1 928 860 20 6,9 0,4 0 86,4 6 DILIGENCE 28,5 2 630 264 43,8 6,1 1,8 99,1 98 2,7 SOCIABILlTY 17,0 1 568 929 47,7 49,6 33,3 36,2 49,1 66,5 ACTIVENESS 15,8 1 458 181 38,6 34,9 81,3 7,2 64,5 1,6 100 9 228 996* 46 28,1 33,2 51,7 76,8 18,3 * Population 12+ ** Proportion of people with this characterization in given segment of the population. n n n n n n„The more various free time, the more ways of having fun“ nDIVERSITY „The more free time, the more ways of having fun“ 17,8 % 1 642 761 nCharacteristic: n20-39 years old, married with children nhigher education (high school and university), full-time job, middle and higher income nmore than ¼ live in cities with 100 000 or more inhabitants n nLeisure time: nIt is important for them to spend their leisure time actively and usefully nThey spend their free time mainly with the family nFavourite activities -> shopping, cooking, going in for sports, going out -> they do these activities very often n nShopping behaviour: nThey prefer branded products -> those provides the guarantee -> they are willing to pay for it nThey often buy products promoted in the shops nThey are influenced easily by advertisement and salesmanship n n n n„Home sweet home“ nREPOSE „ Home sweet home“ 20,9 % 1 928 860 nCharacteristic: nBoth men and women, all age groups n¼ of people with primary education, mostly unemployed people, lower income nMore than ¼ of pensioners, often divorced and widowed people nThey often live alone n nLeisure time: nThey prefer passive spending of leisure time. They do not long for adventure. nMost often they spend their leisure time at home. nThey like relaxing. nThey do NOT like doing sports, travelling, visiting any cultural events. nFavourite activity -> Sleeping J n nShopping behaviour: nThey do not buy either luxury or branded goods. nThey do not long for quality. n n n„My home, my goal“ nDILIGENCE „ My home, my goal“ 28,5 % 2 630 264 nCharacteristic: nMainly women and older cohorts of age (50+), nLower education, more than ½ of people have lower income (6-10 000 CZK) nConsiderable part of pensioners, women on maternity leave and women in household nAlmost ½ live in small towns and villages (up to 4999 inhabitants) n nLeisure time: nThey spend their free time mostly at home, they often work in the household and in the garden. nThey enjoy manual labour, and gardening is their hobby. nIt is important for them to make something creative and useful. nThey want to spend their leisure time mainly with family. nFavourite activities -> shopping, cooking, improving their home n nShopping behaviour: nThey buy mainly Czech products. nBrand is not important for them, they are not influenced by advertisement. nPrice is more important than quality -> they make use of sales. n n n„My friends and my beer, it is how I live“ nSOCIABILITY n„My friends and my bier, 17 % nit is how I live…“ 1 568 929 n n nCharacteristic: nMore men, high percentage of people at the age of 20-29 n1/3 of single people nLower education (skilled or high school without graduation); very often having full-time job, income about 15 OOO CZK - nLeisure time: nThey do not stay at home in their free time nThey like travelling and visiting cultural events very often nThey also enjoy spending their leisure in a pub with their friends nImportance of experiencing new people and places nFavourite activities = Going out and to pubs n nShopping behaviour: nThey prefer foreign products nPut focus on high quality goods, they also can afford luxury nThey like to try new brands n„Sport, new places and fun,these are what has to be done“ nACTIVENESS nCharacteristic: nMore men, ½ of people in the age of 12-29, more than ½ of singles nAlmost 1/3 of students, 1/3 without any income n nLeisure time: nThey devote time to their hobbies and interests nThey like going for sport often nImportance of having fun in their free time; spending it with their friends mostly nAlso importance of experiencing new people and places nFavourite activities = sport, going out, enjoying their school or job n nShopping behaviour: nThey prefer modern and branded goods nThey would rather buy foreign products nThey do not mind paying for quality nThey do not buy from sales (price reductions) „Sport, new places and fun,these are 15,8 % what has to be done“ 1 458 181 Graphic summary Conclusion nProspective potential clients of new center= groups „Diversity, Sociability, Activness“ n nOffer of new high-quality products and services nVarious and attractive offers ¨More options for spending leisure time ¨Choice of products and goods connected with the leisure time (special cosmetics, clothes, accessories…) n Thank you for your attention! have anice day