Total no.

of sample (n): 200 Number of qualified target (Known P&G) n=200 Gender Yes No

Sample n % 200 100% 0 0%

Hong Kong demographic (2011 census) %

Male Female Missing

82 41.0% 118 59.0% 0 0.0%

47 53

n=200 Age

18-29 30-39 40-49 50-59 60 or above Missing

93 46.5% 75 37.5% 27 13.5% 5 2.5% 0 0% 0 0%

n=200 Income range

Below $6000 $6000 - $ 9000 $9001 - $ 15,000 $15,001 - $ 30,000 Above $ 30,001

0 0.0% 12 6.0% 62 31.0% 97 48.5% 29 14.5%

(n=139 ) Quality Apperanace Services Pricing Function Location to buy Branding (n=139 ) Quality Apperanace Services Pricing Function Location to buy Branding highest (1) 22 1 0 0 2 11 15

Satisfaction level of P&G's products of beauty & grooming high (2) medium (3) low (4) lowest (5) 78 39 0 0 58 78 2 0 20 119 0 0 15 121 3 0 87 47 3 0 121 7 0 0 97 27 0 0

Important level of P&G's products of beauty & grooming highest (1) high (2) medium (3) low (4) lowest (5) 30 88 21 0 0 8 75 56 0 0 0 11 105 23 0 5 98 36 0 0 2 87 47 3 0 9 93 35 2 0 20 102 17 0 0

(n=56 ) highest (1) Quality Apperanace Services Pricing Function Location to buy Branding (n=56 ) highest (1) 3 1 0 0 6 13 16

Satisfaction level of P&G's products of health and well-being high (2) medium (3) low (4) lowest (5) 31 22 0 0 13 39 3 0 20 36 0 0 19 27 10 0 37 13 0 0 29 14 0 0 33 7 0 0 Important level of P&G's products of health and well-being high (2) medium (3) low (4) lowest (5)

Quality Apperanace Services Pricing Function Location to buy Branding

6 0 0 1 4 0 12

28 10 10 19 29 20 23

22 37 45 36 23 36 21

0 9 1 0 0 0 0

0 0 0 0 0 0 0

(n=5 ) highest (1) Quality Apperanace Services Pricing Function Location to buy Branding (n=5 ) highest (1) Quality Apperanace Services Pricing Function Location to buy Branding 1 1 0 2 1 2 1 0 1 0 0 1 1 1

Satisfaction level of P&G's products of household care high (2) medium (3) low (4) lowest (5) 2 3 0 0 1 3 0 0 0 5 0 0 0 4 1 0 2 2 0 0 2 2 0 0 1 3 0 0 Important level of P&G's products of household care high (2) medium (3) low (4) lowest (5) 2 2 0 0 3 1 0 0 1 2 2 0 1 2 0 0 3 1 0 0 1 2 0 0 2 2 0 0

y & grooming 139 139 139 139 139 139 139 0 0 0 139 139 139 139 139 139 139
Branding Location to buy Function 2 Pricing 0 Services 0 Apperanace 1 Quality 0 22 15 20 15 11

Satisfaction level of P&G's products of beauty &

97 121 87 121 119 58 78 20 40 60 80

& grooming

Important level of P&G's products of beauty &

Branding Location to buy Function 2 Pricing 5 9 87 98 105 75 30 0 20 40 60 88 80 20 93 102

Services 0 11 Apperanace Quality 8

Satisfaction level of P&G's products of health and

Branding 16 13 6 19 20 13 3 0 10 31 20 30 37 29

and well-being

and well-being

0 0 0 56 56 56 56 56 56 56 0 0 0

Location to buy Function Pricing 0 Services 0 Apperanace Quality 1

Important level of P&G's products of health and

Important level of P&G's products of health and

56 56 56 56 56 56 56
Branding Location to buy 0 Function Pricing 1 10 10 6 0 10 28 20 30 37 4 19 12 20 29 23

Services 0 Apperanace 0 Quality

Satisfaction level of P&G's products of house

0 0 0 5 5 5 5 5 5 5 0 0 0 5 5 5 5 5 5 5 0 0 0
Branding Location to buy Function Pricing 0 Services 0 Apperanace Quality 0 0 1 2 1 2 3 1 1 1 1 1 2 2 4 5

Important level of P&G's products of househ

Branding Location to buy Function Pricing Services 0 Apperanace Quality 0 1 1 1 1 2 2 3 1 2 2 3 1 2 2 1 3 1

l of P&G's products of beauty & grooming

27 0 70 47 121 119 78 39 80 100 120 3 3 0 2 0 140 160 highest (1) high (2) medium (3) low (4) lowest (5)

of P&G's products of beauty & grooming

17 35 47 36 23 56 88 80 100 120 21 0 0 140 160 0 2 3 0 highest (1) high (2) medium (3) low (4) lowest (5)

of P&G's products of health and well-being

33 14 13 27 36 39 22 30 40 50 3 0 60 10 0 7 0 0 0 highest (1) high (2) medium (3) low (4) lowest (5)

f P&G's products of health and well-being

f P&G's products of health and well-being

21 36 23 36 45 37 22 30 40 50 9 0 60 0 0 0 0 1 highest (1) high (2) medium (3) low (4) lowest (5)

vel of P&G's products of household care

3 2 2 1 0 3 3 3 4 0 0 5 6 0 0 0 highest (1) high (2) medium (3) low (4) lowest (5)

el of P&G's products of household care

2 2 1 2 2 1 2 3 4 0 0 5 6 0 0 0 0 highest (1) high (2) medium (3) low (4) lowest (5)

Sample (n=200 ) Quality Appearance Services Pricing Function Location to buy Branding Others Sample (n=200 ) Very good Good Fair Disappointed Very disappointed Sample (n=200 ) Daily Once per week More than once per week Less than once per month More than once per month Sample (n=200 ) Daily Once per week More than once per week Less than once per month More than once per month Sample (n=200 ) P&G is better They are both about the same P&G is worse Sample (n=200 ) Yes No

Major factor of choosing P&G's product n % 47 23.5% 31 15.5% 2 1.0% 8 4.0% 3 1.5% 40 20.0% 69 34.5% 0 0.0% Immediate feeling of using P&G's product n % 85 42.5% 76 38.0% 33 16.5% 6 3.0% 0 0.0% The frequency of shopping for living products n % 0 0.0% 8 4.0% 0 0.0% 36 18.0% 156 78.0% The frequency of using P&G's products n % 55 27.5% 119 59.5% 0 0.0% 26 13.0% 0 0.0% Experience of using P&G products compare to other brands n % 146 73.0% 42 21.0% 12 6.0% Continue to use P&G's product? n % 163 81.5% 18 9.0%

Missing Sample (n=200 ) Television advertisement Magazine/ newspaper Public transportation Billboards Store displays Friends and relatives Others Sample (n=200 ) Absolutely satisfied satisfied Fair Dissatisfied Absolutely dissatisfied

19

9.5%

Ways to get information of P&G's products n % 62 31.0% 12 6.0% 0 0.0% 29 14.5% 43 21.5% 54 27.0% 0 0.0% Overall satisfaction of the total experience n % 39 19.5% 125 62.5% 34 17.0% 2 1.0% 0 0.0%

G's product

Brand association

P&G's product

Brand perceived quality

or living products

Brand loyalty

's products

oducts compare to other brands

uct?

P&G's products

Brand awareness

Customer satifaction

otal experience

(n=200 ) n Manning Watson's 7-11 Circle-K SOGO Marks & Spencer Jusco Wellcome Park 'n Shop Others (n=200 ) n Absolutely satisfied satisfied Fair Dissatisfied Absolutely dissatisfied

way of purchase P&G's products % 51 25.5% 62 31.0% 8 4.0% 0 0.0% 5 2.5% 0 0.0% 5 2.5% 28 14.0% 41 20.5% 0 0.0% Satisfaction with the above retailer % 58 29.0% 108 54.0% 34 17.0% 0 0.0% 0 0.0%