Tabletop Report 2009

$3,500

Description

Download introduction, methodology & table of contents (PDF)

The Ultimate Guide to the Consumer Market for Tabletop Marketers and Retailers…

The Tabletop Report 2009 is the definitive study of the consumers’ buying and spending preferences for tabletop marketers and retailers, written by Pam Danziger, one of the nation’s leading expert on understanding the mindset of the consumer. This report provides vital market size, growth and demographics for anyone and everyone that sells tabletop products, including dinnerware, glassware, flatware, servingware, decorative accessories and other tabletop accessories such as linens. It is written for marketers, advertisers, retailers, service providers that need insight and information to connect more effectively with their consumer target market. The Tabletop Report 2009 is an essential tool to understand the dynamics of the tabletop market, today and into the future.

This report is written to make the most important research findings easily accessible and actionable. Key research findings are called out throughout the text with ideas that you can use to enhance your efforts to connect with the tabletop consumer.

In addition, the final chapter of the report is written specifically to draw attention to important insights that can mean more success for your company. The goal for this report to deliver to you actionable marketing and branding strategies that will stimulate new approaches and creative ideas.

Objectives of the Research Study

This report summarizes the results of a major research initiative places a special focus on the needs, desires and passions of tabletop consumers, specifically those who bought tabletop products in the past year either for their personal use or to give as gifts. Tabletop product companies, as well as retailers that sell tabletop products, including internet and direct marketers, will benefit from the new insights presented in this report into the tabletop customers’ mindset.

Through consumer research, including quantitative surveys conducted among 1,165 consumers who recently bought any tabletop products, this study helps marketers and retailers tap into the psychology of people who buy tabletop goods in order to understand their drives, motivations and passions in making their purchase and shopping decisions. The insights provided in this report will help marketers and retailers understand their consumers better. In this way, they can discover new marketing strategies and opportunities that will help them reach their target consumers more effectively and more productively.

This study brings a special emphasis not just on what tabletop products consumer buy, but also on why they buy and where they shop for these goods. These insights translate directly into actionable strategies and tactics that marketers can use to build their businesses. Understanding the mindset of the tabletop consumer, their desires and needs, is critical for companies to forge a path to market growth in this time of economic challenges.

With a focus on consumers and their buying behavior, needs, desires and preferences, this research study will include research data and statistics about:

  • Tabletop Market Size and Growth
  • Key statistics about size of market and growth rate by product category help marketers plan new strategies
  • What is the size of the tabletop market, including the six key product segments in the market — Dinnerware; Glassware & Crystal; Flatware; Servingware; Tabletop Decorative Accessories; and Other Tabletop Accessories? How are the market’s sales segmented by type of product and channels of distribution? How rapidly is it growing? What are future growth trends in the segments in the market?

Demographics

The demographic data contained in this report helps marketers identify the key descriptive characteristics of their primary target market.

Marketers can use the demographic data contained in this report to identify the key descriptive characteristics of their primary target market. The demographic composition of the tabletop market gathered in this survey describe the consumers’ gender; age; income, including a special emphasis on the affluent market with incomes $100,000 and above; marital status; home ownership; children and number of people living in the home; occupation; educational attainment; and ethnicity.

Tabletop Products They Have and Own and Trends in Usage

In order to understand the opportunities for tabletop marketers to sell into their target market, basic information was gathered about their tabletop collections.

In order to understand the opportunities for tabletop marketers to sell into their target market, basic information was gathered about the respondent’s tabletop collections, including the number of matching sets of dinnerware by type (e.g. everyday dinnerware; casual lifestyle; and formal style); flatware by type (e.g. stainless steel; silver-plate; and sterling silver); and glassware (e.g. crystal stemware).

For those respondents who owned one or more formal dinnerware and/or flatware services, additional questions were asked about trends in using their formal collections. Further, for formal dinnerware consumers, questions were asked about how much they spent on their dinnerware service, as well as how much they would expect to spend to add a new five-piece place setting to their collection.

Whether Any Tabletop Items Are Collected

Understanding the collecting interest of their customers helps tabletop marketers target the collectors within their target market

Tabletop items, such as figurines, mugs, and teapots, are popular collectibles, so respondents were asked whether they collected any of these items. In addition, detail purchase data was collected among recent buyers of tabletop decorative accessories, such as frames, cups-and-saucers, figurines, vases, candlesticks, etc., which includes many items which are collected and viewed by consumers as ‘collectibles.’

Special Investigation: Bridal or Gift Registries as Influencing Consumers

The results of this investigation will help tabletop marketers better the role of bridal and gift registries in moving their products.

Because of the importance of the bridal market to tabletop marketers, this research study included number of questions related to whether or not the most recent gift purchase was included by being listed on a gift or bridal registry. These data points will help quantify the role that bridal and gift registries play in marketing and selling tabletop goods.

Special Investigation: Role of the Internet

The results of these questions will help tabletop marketers and Internet websites position their services to attract the best clientele.

Respondents were also asked about the role that the internet played in their project, either for research, tabletop setting advice and/or ordering products, etc. They also rated the features of Internet shopping that are most important to them when shopping for tabletop products. The results of this investigation will help tabletop marketers improve their websites and guide internet providers in positioning their services to active internet shoppers.

About Shopping for Tabletop

The results of these questions support retailers in better positioning their store to capture the loyalty of the best tabletop shoppers.

In addition to gathering detail data about where people made their most recent tabletop purchases, an additional series of questions were asked pertaining to tabletop shopping in general. Respondents rated the importance of each type of store depending upon whether they turn to that store regularly as a shopping source, occasionally, rarely or never.

Further, respondents were asked to rate store and service features that most powerfully motivate them to shop for tabletop items.

Finally, they were asked to name specific stores where they typically shop for tabletop, identifying store brands from an aided list. The results of these questions support retailers in better positioning their store to capture the loyalty of the best tabletop shoppers.

Special Investigation: How Current Economic Crisis in Impacting the Tabletop Shopper and Trend Forecast on Future Spending

The results of these questions will help tabletop marketers understand the impact of the 2008 recession on the mindset of the tabletop consumers and how this economic situation will effect their spending in the coming year.

Respondents were also asked specific changes they have made in their shopping and purchases in response to the current economic crisis. Further they were asked about their expected spending on tabletop items in the coming year in light of the new economic reality. This information is critical for marketers to assess their future financial status and to plan new marketing programs that may help them manage the immediate future.

Attitudes about Tabletop Usage and Purchasing

Analysis of the attitude statements helps marketers understand the mindset of different types of consumer personalities that make up the overall tabletop marketplace.

It enables them to understand the mindset and psychology that distinguished the best from the worst target for their marketing promotions.

The survey concluded with a series of 22 attitude questions that respondents were asked to rate in terms of how strongly they agreed or disagreed with each statement. The result of this battery of attitude questions is used to segment or cluster the consumers surveyed into different personality types distinguished by different motivations in tabletop usage and shopping behaviors. An analysis of the attitude statements helps marketers understand the mindset of different types of consumer personalities that make up the overall tabletop marketplace.

By understanding the different personalities that make up the tabletop market, marketers and retailers can more effectively tailor their marketing and advertising messages to each type of personality. It enables them to understand the mindset and psychology that distinguished the best from the worst target for their marketing promotions. Definition of Luxury in their Lifestyle

These insights provide powerful guidance for marketers and retailers targeting the more upscale market to position their products most effectively.

In order to understand the dynamics of luxury in the mindset of the tabletop consumer, respondents were asked to define luxury in terms of their lifestyle in general as well as what luxury means in terms of their tabletop purchases. These insights provide powerful guidance for marketers and retailers targeting the more upscale market to position their products most effectively.

Recent Tabletop Purchases

Details about what they purchased, how much they spent and reason for most recent purchase helps marketers more effectively target their customers

Respondents were qualified to take the survey because they had recently purchased one or more of the following tabletop products for their personal use and/or to give as a gift.

  • Dinnerware (such as dinner plates, bowls, salad and bread plates, etc.)
  • Glassware, Crystal, Barware (such as drinking glasses, stemware, barware, etc.)
  • Flatware (such as forks, knives, spoons, etc.)
  • Serving Pieces (such as serving bowls, trays, platters, etc.)
  • Tabletop Decorative Accessories, Gifts or Collectibles (such as candlesticks, frames, teapots, figurines, vases, etc.)

For more details about the data points collected and analyzed in this report, click the link for tabletop of contents and introduction to the right.

Consumer Survey Delves Deeply into Purchase Behavior and Motivation

The tabletop survey was fielded November 20-25, 2008 by an online service bureau using their panel of survey respondents. Survey respondents were qualified by income ($50,000 or more of household income) and age (24-64 years) and who purchased any tabletop product, either for oneself or as a gift, in the past 12 months. A total of 2,101 respondents were surveyed to identify those 1,165 consumers that met the survey qualifications and completed the survey.

The average age of the general survey sample was 44.2 years; household income was $98,000 with 67 percent of the sample falling in the middle-income range of $50,000-$99,999 and 33 percent falling in the affluent income range over $100,000. The gender split of the general survey sample was 66 percent female and 34 percent male.

Results of the 2008 tabletop survey will be compared with previous tabletop survey conducted in 2006 to provide trend analysis

This report will also compare the current survey findings with those from the last tabletop survey conducted by Unity Marketing in 2006. The 2006 survey included a quantitative survey among 1,303 recent tabletop buyers which is also reported. This survey sample had an average income of $69,300, slightly higher than the national average, and male/female ratio of 36 percent/64 percent.

January 2008. (250+ pages)

Published Price: $3,500

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