By Ken Y-N ( February 3, 2010 at 00:28)
· Filed under Lifestyle, Polls
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It’s coming up to Valentine’s Day, which in Japan means that women buy gifts for men, on the whole, not only for their true love (or object of affection) but also for men at work, although with Valentine’s Day falling on a Sunday this year, chocolate companies are hurting. So, today’s survey from Yahoo! Japan Value Insight is all about St Valentine’s Day.
Demographics
Between the 8th and 10th of January 2010 400 women between the ages of 20 and 39 resident within Tokyo and the surrounding prefectures of Kanagawa, Saitama and Chiba completed a private internet-based questionnaire. 100% were women, and 25.0% were aged between 20 and 24 years old, 25.0% between 25 and 29, 25.0% from 30 to 24, and 25.0% from 35 to 39.
The best chocolates I’ve received have been B.B. Chocolat Premier (hmm, they don’t seem to have an official web page), as I do like the look of them, which is just as important, if not more, that the actual taste on Valentine’s Day.
Research results
Q1: Who do you most want to send a Valentine gift to? (Sample size=400)
| Husband (to SQs) |
35.0% |
| Boyfriend (to SQs) |
26.0% |
| Someone I fancy (to SQs) |
5.5% |
| Other (to SQs) |
1.0% |
| Don’t plan to send to anyone |
32.5% |
Q1SQ1: What do you plan to send? (Sample size=270)
| Chocolate, other food only |
55.9% |
| Chocolate, plus intangible item |
13.7% |
| Chocolate, plus tangible item |
11.9% |
| Chocolate, plus intangible and tangible item |
6.3% |
| Intangible item only |
4.4% |
| Tangible item only |
4.2% |
| Intangible and tangible item |
2.2% |
Q1SQ2: What kinds of chocolate do you plan to send? (Sample size=270, multiple answer)
| Handmade chocolates, sweets |
42.6% |
| High-class brand chocolates |
24.4% |
| Famous patisserie chocolates |
17.8% |
| Favourite brand chocolates |
14.1% |
| Unique-looking, tasting chocolates |
8.9% |
| Sweets other than chocolates |
6.3% |
Q1SQ3: What is important when selecting a gift to send? (Sample size=270, multiple answer)
| Choosing something which expresses myself |
44.8% |
| Choosing something the other person wants |
38.9% |
| Choosing something surprising |
23.7% |
| Sending it with a letter, message card |
22.2% |
| Choosing something unique, fun |
14.4% |
| Choosing something non-conventional |
12.6% |
| Choosing something with a high word of mouth evaluation |
11.9% |
| Choosing something that’s in vogue |
11.1% |
Q2: Who do you plan to send obligatory gifts to? (Sample size=400, multiple answer)
| Father (to SQs) |
28.8% |
| Male friends, colleagues (to SQs) |
20.3% |
| Male boss, senior (to SQs) |
16.0% |
| Female friends, colleagues (to SQs) |
14.3% |
| Son (to SQs) |
11.3% |
| Male subordinates (to SQs) |
2.5% |
| Female boss, senior (to SQs) |
2.5% |
| Female subordinates (to SQs) |
1.5% |
| Other (to SQs) |
7.3% |
| Don’t plan to send to anyone |
41.5% |
Q2SQ: What do you plan to send? (Sample size=234)
| Chocolate, other food only |
87.6% |
| Chocolate, plus intangible item |
3.0% |
| Chocolate, plus tangible item |
4.3% |
| Chocolate, plus intangible and tangible item |
2.6% |
| Intangible item only |
0.9% |
| Tangible item only |
1.3% |
| Intangible and tangible item |
0.0% |
Q2SQ2: What kinds of chocolate do you plan to male bosses, seniors? (Sample size=64, multiple answer)
| Favourite brand chocolates |
42.2% |
| High-class brand chocolates |
26.6% |
| Famous patisserie chocolates |
17.2% |
| Unique-looking, tasting chocolates |
12.5% |
| Handmade chocolates, sweets |
10.9% |
| Sweets other than chocolates |
7.8% |
Q2SQ3: What is important when selecting a gift to send to a male boss, senior? (Sample size=64, multiple answer)
| Choosing something which expresses myself |
28.1% |
| Choosing something with a high word of mouth evaluation |
23.4% |
| Choosing something that’s in vogue |
23.4% |
| Choosing something the other person wants |
10.9% |
| Choosing something unique, fun |
9.4% |
| Sending it with a letter, message card |
6.3% |
| Choosing something non-conventional |
6.3% |
| Choosing something surprising |
3.1% |
Q2SQ4: What kinds of chocolate do you plan to male colleagues, friends? (Sample size=81, multiple answer)
| Favourite brand chocolates |
37.0% |
| Unique-looking, tasting chocolates |
28.4% |
| Handmade chocolates, sweets |
27.2% |
| High-class brand chocolates |
12.3% |
| Sweets other than chocolates |
12,3% |
| Famous patisserie chocolates |
4.9% |
Q2SQ5: What is important when selecting a gift to send to a male colleague, friend? (Sample size=81, multiple answer)
| Choosing something which expresses myself |
35.8% |
| Choosing something unique, fun |
24.7% |
| Choosing something with a high word of mouth evaluation |
14.8% |
| Choosing something that’s in vogue |
13.6% |
| Choosing something non-conventional |
7.4% |
| Choosing something surprising |
7.4% |
| Choosing something the other person wants |
6.2% |
| Sending it with a letter, message card |
3.7% |
Q3: Which of the following statements do you agree with? (Sample size=400, multiple answer)
| |
All |
True loveN=270 |
No true loveN=130 |
| When I see Valentine chocolates I end up buying some for myself too (My Choco) |
45.4% |
55.2% |
52.0% |
| I want guys to give presents to girls (Gyaku (reverse) Choco) |
40.5% |
39.3% |
43.1% |
| It would be best to get rid of the custom of obligatory chocolates |
34.3% |
32.6% |
37.7% |
| I want girls to give each other chocolates (Tomo (friend) Choco) |
30.0% |
29.3% |
31.5% |
| I honestly dislike Valentine’s Day as an event |
20.3% |
15.2% |
30.8% |
| Because there’s a lot of guys who don’t like chocolates, frankly it’s a waste |
15.0% |
13.3% |
18.5% |
| Guys should express more expectations or joy towards Valentine’s Day |
10.0% |
8.9% |
12.3% |
| Valentine’s Day is an event of similar importance to Christmas, birthdays, etc |
9.5% |
11.9% |
4.6% |
| I’m really curious to find out what other women give as gifts |
9.0% |
10.7% |
5.4% |
Read more on: chocolate,
valentine,
yahoo! value insight
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