This part is explored through questions about consumers’ preference, consuming motivation, frequency of consumption, place of consumption, spending on such products each time, product selection, and reaction after consumption. The main objective is to discover consumer behavior and preference for Chinese or Taiwanese handicraft and to realize the potential of OTOP art and cultural products to enter into French market.
1. Consumers’ handicrafts preference
Respondents are allowed to choose more than one answer for this question.
Therefore, each item is accumulated for a final calculation.
(1) By city
As in Table 5-37, among all the samples, consumers like mostly handicrafts made with bamboo, which accounts for 50 %, while the second popular is handicrafts made with pottery and porcelain, with a percentage of 26.1 %. Besides, 16.1 % of all respondents like glass and only 7.8% of them do not like any at all. We can find similar results in both cities.
115
Table 0-65 Consumers’ handicrafts preference - city
Paris Lille Total
If we look at the results by gender as in Table 5-38, both males and females like bamboo the most while pottery and porcelain are the second popular handicrafts.
Table 0-66 Consumers’ handicrafts preference - gender
Male Female
Percentage 100.0% 100.0%
(3) By age
We can tell from Table 5-39 that apart from consumers aged between 40 and 49 who prefer pottery and porcelain, other consumers prefer bamboo.
116
Table 0-67 Consumers’ handicrafts preference - age
Under 20 20~29 30~39 40~49 50 and above
Bamboo Number 3 66 20 9 17
Percentage 75.0% 56.9% 47.6% 31.0% 43.6%
Pottery and porcelain
Number 1 25 11 11 12
Percentage 25.0% 21.6% 26.2% 37.9% 30.8%
Glass Number 0 15 9 7 6
Percentage 0.0% 12.9% 21.4% 24.1% 15.4%
None Number 0 10 2 2 4
Percentage 0.0% 8.6% 4.8% 6.9% 10.3%
Total Number 4 116 42 29 39
Percentage 100.0% 100.0% 100.0% 100.0% 100.0%
2. Willingness of consumers to know more about or to try Chinese or Taiwanese arts and handicrafts.
(1) By city
As indicated in Table 5-40, among all the samples, willing and strongly willing account for 70 % while not quite willing and strongly unwilling account only 10 %.
We can interpret that most of consumers are interested in Chinese or Taiwanese arts and handicrafts. Furthermore, respondents in Paris have slightly higher level of interest than respondents in Lille.
117
Table 0-68 Willingness of consumers to know more about or to try Chinese or Taiwanese arts and handicrafts – by city
Paris Lille Total
From Table 5-41, we can tell that the percentage of females who feel willing or strongly willing is 76 % which is higher than males which reaches 62.5 % of the whole male samples. This indicates that females are generally more interested in Chinese or Taiwanese arts and handicrafts.
Table 0-69 Willingness of consumers to know more about or to try Chinese or Taiwanese arts and handicrafts – by gender
Male Female
Percentage 100.0% 100.0%
118
(3) By age
As shown in Table 5-42, respondents at every age range all have a percentage above 60 % for willing and strongly willing answers, especially respondents aged between 40 and 49 who has a higher percentage which reaches 76.9 %.
Table 0-70 Willingness of consumers to know more about or to try Chinese or Taiwanese arts and handicrafts – by age
Under 20 20~29 30~39 40~49 50 and above
3. Frequency of purchasing Chinese or Taiwanese arts and handicrafts (1) By city
From Table 5-43, we can tell that the percentage of respondents purchasing very often is very low, which accounts only for 3 % of the whole sample. However, most consumers choose the answer “rarely”, which reaches 40 % while the answer “never”
is 36.5 %. Furthermore, 20.5 % of the whole samples choose the answer “sometimes”.
We can say that the answer “rarely” and the answer “never” are the most chosen, which account for 77 %. This indicates that consumers do not purchase these products often, especially for respondents in Paris.
119
As in Table 5-44, the percentage of female respondents with the answer “rarely”
and the answer “never” is higher, 78/1 %, than that of male respondents, 75 %.
Table 0-72 Frequency of purchasing Chinese or Taiwanese arts and handicrafts-by gender
Male Female
Percentage 100.0% 100.0%
(3) By age
We can tell from Table 5-45 that all respondents have a high percentage for the answer “rarely” and the answer “never”, which is above 70 %, especially for respondents aged between 20 and 29, which reaches 81 %.
120
Table 0-73Frequency of purchasing Chinese or Taiwanese arts and handicrafts - by age Under 20 20~29 30~39 40~49 50 and above
4. Reasons for purchasing Chinese or Taiwanese arts and handicrafts
This question only takes into account of respondents with purchase experience for Chinese and Taiwanese arts and handicrafts. That is to say, the total sample is only 127. Respondents are allowed to choose more than one answer. Therefore, each item is accumulated for a final calculation.
(1) By city
As shown in Table 5-46, the most chosen answer for all respondents is
“decoration”, which account for 40.1 % while the answer “practical uses” and the answer “for offering” account for 28.3 % and 27 % respectively. However, the percentage of respondents in Paris choosing the answer “decoration” is even higher, which reaches 48 % of the whole sample in Paris. On the contrary, the percentages for each purchasing reason are quite equal in Lille.
121
Table 0-74 Reasons for purchasing Chinese or Taiwanese arts and handicrafts–by city
Paris Lille Total mainly for “decoration” or “practical uses” while “decoration” is the first reason for female respondents, which accounts for 43.2 % and 32.4 % for offering.
Table 0-75 Reasons for purchasing Chinese or Taiwanese arts and handicrafts–by gender
Male Female
Percentage 100.0% 100.0%
(3) By age
From Table 5-48, we can tell that for all respondents, the first reason for purchasing is decoration.
122
Table 0-76 Reasons for purchasing Chinese or Taiwanese arts and handicrafts–by age Under 20 20~29 30~39 40~49 50 and above
5. Consumers’ choice for Chinese and Taiwanese arts and handicrafts
This question only takes into account of respondents with purchase experience for Chinese and Taiwanese arts and handicrafts.
(1) By city
As in Table 5-49, among all samples, 54.2 % of respondents purchase more often decoration products while 30.7 % choose to purchase dining utensils and 15 % for furniture. The same results can be found in both cities except that respondents in Paris have a higher percentage for choosing dining utensils.
Table 0-77 Product selection for Chinese and Taiwanese arts and handicrafts - city
Paris Lille Total
123
(2) By gender
If we look at the results by gender as in Table 5-50, we can tell that both males and females choose to buy mostly decoration products, which account for more than 50 %. Besides, for both genders, 30 % choose to buy dining utensils and 15 % for furniture.
Table 0-78 Product selection for Chinese and Taiwanese arts and handicrafts -gender
Male Female products, which account for approximately 50 % or more, especially for respondents aged between 30 and 39.
Table 0-79 Product selection for Chinese and Taiwanese arts and handicrafts - age Under 20 20~29 30~39 40~49 50 and above
124
6. Post-purchase evaluation
This question only takes into account of respondents with purchase experience for Chinese and Taiwanese arts and handicrafts.
(1) By city
Among all the respondents, 83.2 % shown satisfied after purchase as indicated in Table 5-52. We can tell that consumers usually have high level of satisfaction for Chinese and Taiwanese arts and handicrafts. Furthermore, respondents in Paris have even higher rate of being satisfied, which reaches 90.2 % while 74.2% for Lille.
Table 0-80 Post-purchase evaluation for Chinese and Taiwanese arts and handicrafts – by city
Paris Lille Total
As indicated in Table 5-53, both males and females reach a percentage of 80%
for feeling satisfied after purchase.
Table 0-81 Post-purchase evaluation for Chinese and Taiwanese arts and handicrafts-by gender
Percentage 100.0% 100.0%
125
(3) By age
According to Table 5-54, at least 70 % of respondents at every age range feel satisfied after purchase. This indicates that most consumers have positive evaluation for Chinese and Taiwanese arts and handicrafts.
Table 0-82 Post-purchase evaluation for Chinese and Taiwanese arts and handicrafts-by age Under 20 20~29 30~39 40~49 50 and above
Satisfied Number 3 52 17 13 19
Percentage 100.0% 83.9% 73.9% 72.2% 90.5%
Unsatisfied Number 0 10 6 5 2
Percentage 0.0% 16.1% 26.1% 27.8% 9.5%
Total Number 3 62 23 18 21
Percentage 100.0% 100.0% 100.0% 100.0% 100.0%
7. Spending on each purchase
This question only takes into account of respondents with purchase experience for Chinese and Taiwanese arts and handicrafts.
(1) By city
We can tell from Table 5-55 that 68 % of the whole sample spend less than 50 euros on these products for each purchase, 24.4 % for 51~100 euros, 6 % for above 100 euros. This indicates that respondents usually spend only little amount on Chinese and Taiwanese arts and handicrafts. However, if we at the result by city, respondents in Lille tend to spend more on these products than respondents in Paris.
126
Table 0-83 Consumers’ spending on each purchase – by city
Paris Lille Total
As indicated in Table 5-56, both male and female respondents spend mostly less than 50 euros on these products, especially male respondents. Furthermore, the percentage of female respondents spending more than 51 euros is higher than that of males.
Table 0-84 Consumers’ spending on each purchase – by gender
Male Female
Percentage 100.0% 100.0%
(3) By age
According to Table5-57, respondents at each age range spend mostly less than 50 euros on these products. Yet, respondents with higher age tend to have higher
127
percentages for larger amount of spending due to their higher incomes.
Table 0-85 Consumers’ spending on each purchase – by age
Under 20 20~29 30~39 40~49 50 and above
This question only takes into account of respondents with purchase experience for Chinese and Taiwanese arts and handicrafts. Respondents are allowed to choose more than one answer. Therefore, each item is accumulated for a final calculation.
(1) By city
From Table 5-58, we can tell that 29% of the whole samples choose to purchase these products in decoration and furniture shops while 25.6 % choose Asian arts and handicrafts shops. Besides, the percentages of respondents choosing department stores, art boutiques and traditional markets are quite equal, which account for approximately 15 % respectively. In addition, respondents in Lille have a higher rate for purchasing in decoration and furniture shops than respondents in Paris which respondents in Paris have a higher rate for purchasing in art boutique.
128
Table 0-86 Place of consumption for Chinese and Taiwanese arts and handicrafts – by city
Paris Lille Total
As shown in Table 5-59, female respondents have a higher rate for purchasing in decoration and furniture shops than males and in art boutiques.
Table 0-87 Place of consumption for Chinese and Taiwanese arts and handicrafts–by gender
Male Female
Percentage 100.0% 100.0%
129
(3) By age
According to Table 5-60, we can tell that apart from respondents aged between 30 and 39 who prefer purchasing in Asian arts and handicrafts shops, other respondents all prefer decoration and furniture shops. Furthermore, respondents aged between 30 and 39 rarely purchase these products in department stores while respondents aged between 40 and 49 rarely purchase in art boutiques.
Table 0-88 Place of consumption for Chinese and Taiwanese arts and handicrafts – by age Under 20 20~29 30~39 40~49 50 and above