icf 2002 etienne himpens and denis lalart uses and attitudes, crystal sylab ypsis, 2002 some results...

ICF 2002 Etienne Himpens and Denis Lalart

Uses and Attitudes,Crystal

Sylab Ypsis, 2002

Some results …


Preamble :

Results obtained on a survey sampling2/3 crystal buyers 1/3 exclusive non crystal i.e. soda lime buyers


Objectives and methodology:

Objectives :

Understand the perception, attitudes, behaviour andimage of current and potential consumers towards

•the universe of crystal in general •more specifically the segmentation of tableware on one sideof decoration on the other side


Target :

•2/3 buyers of crystal during the past 2 years (for themselves or for offering)•1/3 exclusive buyers of soda lime (stemware, sets, candy bowls …) during the past 2 years

so as to understand the resistance to buying crystal 1700 interviews within 3 countries :

600 in France, 600 in Germany, 500 in the USA.


Methodology :

Face to face one hour at home, excepted in the USA Where the survey took place in a hall test with preliminary Selection by telephone.


POSITIVE Fr Ger USA NEGATIVE Fr Ger USA

* Beautiful x x x

* Precious x x x

* Sparkling x * too expensive for a regular use 75 54 57

* Raffiné x * fragile x x

* Gift that always pleases 71 76 * Sodalime can be as beautiful as crystal 67 76 60

* More elegant than sodalime 70 73 * Related to exception 64 61

* Will never date 66 57 75 * More difficult to match with 59 53 49

* Festive 68 64 76 all styles of tableware

* Sign of good taste 53 65 * Less variety of styles 53 48 54

* Financial invetment 67

* Family heritage 79

* More pleasantcontact / in the mouth 57 51

Perception of crystal (%)


Motivation and resistance for buying crystal

In all 3 countries :

Buying for oneself : predominance for impulsive buying, for taking care of oneself.

Gift : “premeditated” buying


Main criteria of choice : style, design well before price :

low trademark impact replacement: low impact when buying a new item but fundamental when it breaks

High price of crystal (considered as too expensive specially in France70% vs. 38% and 49%) explains mainly why it is abandoned for the benefit of soda lime. The second reason differs depending on the country:

- France + USA : fragility of crystal, well after the price- Germany : rejection of crystal (33% of non buyers“don’t like crystal” vs. 10% Fr and 6% US)


A deficit knowledge of crystal in Germany:

In France and in the USA good knowledge of crystal

- 75% of people interviewed in the USA (vs. 71% in France )Know how to make the difference between soda lime and crystal.

In Germany they are only 51%.


A B CFrance Germany USA

Total people interviewed 617 638 503

Yes among : BC 77,5 AC 61,2 AB 82,9

Origin of crystal (country, region) C 22,3 C 17,9 AB 13,5The way crystal is manufactured: C 37,1 C 38,2 AB 22,8handmade or industrialTrademark, manufacturer BC 17,9 A 26,4 A 31,7Material BC 10,7 A 15,4 A 16,6Presence of lead B 13,0 AC 7,4 B 14,4Thickness, thin BC 34,2 AC 22,5 AB 28,6Weight C C AB 34,1Other BC 8,4 AC 2,4 AB 17,2Doesn't know B 6,4 AC 3,0 B 6,9

No 3.6 5.9 5.9Doesn't know BC 18,5AC 32,0 AB 11,2

N.R. 0.3 0.9TOTAL 100.0 100.0 100.0

DIFFERENT QUALITIES OF CRYSTALQ24a : According to you, do different qualities of crystal exist?

Q24b : According to you what are these different qualities related to ?


Differentiation elements crystal / soda lime

Sound than thin and elegant design allow French consumers to recognise crystal.

In Germany, Price and weight than brilliance are the maindifferentiation elements

In the USA weight is the main differentiation element


France Germany USA

sound 59% 31% 38%

weight 18% 49% 56%

price 35% 53% 27%

brilliance, sparkle 34% 44% 33%

thin and elegant design 47% 27% 18%

transparency 20% 15% 19%

trademark 31%

other 13% 3% 16%


SORGEM International

Exploratory survey on crystal : draft debrief(Germany) October 2001


Reasons against crystal The fact that crystal contains lead does not seem to raise any concern.No one believes that lead represents a danger for health;environment was not even mentioned.

QUALITATIVE SURVEY

icf 2002 etienne himpens and denis lalart uses and attitudes, crystal sylab ypsis, 2002 some results...

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