14th Consumer Coping Behavior Survey Presentation 2016
April 15, 2016 (Friday)
Yuchengco Hall, 4th Floor, Room 408
1pm to 5pm
Registration starts at 12:30pm
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For any concerns, please e-mail us at aure.patrick@gmail.com and cc raymund.habaradas@dlsu.edu.ph.

About the 14th Consumer Coping Behavior Survey Presentation 2016
This 14th Consumer Coping Behavior Survey is a nationwide survey of consumers regarding their recurring purchases of more than a hundred product and service categories.  This survey started in 1984 covering 4 urban centers.  It was only since 2008 when it became nationwide.  

This survey series has served the needs of small, medium and large businesses to identify consumer markets’ unserved and underserved needs.  Unserved needs are where the business-growing opportunites in the 3-digit revenue growth can be found.  The revenue growth promise in the underserved needs is in the more than 50%.  

The survey’s analyzed data brings to the Conference’s attending businessmen where and how to tap the true sources for growing their business in any of the more than 100 product and service categories.   The 2008, 2012 to 2015 survey waves provide a 5-year time series data for each product and service category identifying its upward, downward or steady trending.

For each product and service category, the survey data is analyzed to identify the following behavioral market segments together with each segment’s business-growing significance:

1. The Maintainer Segment.  These are consumer housewives who retained the product or service category in their budget and where the business-growing opportunities are in preventing their lapsing and in raising their purchase frequency and amount bought.
2. The Lapser Segment.  These are consumer housewives who dropped, economized usage, or substituted something else for the product or service category in their budget.  The business-growing opportunities here are in re-acquiring them back to the original category by uncovering their underserved needs.
3. The Non-user Segment.   These are consumer housewives who have never bought or used the product or service category.  Here, the business-growing opportunities are in unlocking their unserved needs so that they can be converted from non-users into users.

The 14th Consumer Coping Survey is a nationwide study.   It gathered data from consumer respondents via face-to-face interviews by SWS (Social Weather Stations) field interviewers.  The target survey respondent is “the household budget manager,” namely, the housewife.  A total of 1,200 (±3% maximum error margin at the 95% confidence level) interviews was completed.  This total broke down into 300 (±6% maximum error margin) respondents in each of the four study areas:  National Capital Region, Balance Luzon, Visayas, and Mindanao.  

The survey has also been presented as the practical research to undertake in order to help entrepreneurs and businessmen enter and effectively participate in what country or countries of the ASEAN Economic Community.  How this is possible is explained in Dr. Roberto’s Marketing Rx column in the Philippine Daily Inquirer’s February 26 and March 3, 2016 issues.
 

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