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100 Yen Store (Dollar Store) Survey for 200 Japanese Men and Women

 

Questionnaire Survey on 100 Yen Store (Dollar Store) for 200 Japanese men and women between 20 and 59

Project name:

Questionnaire Survey on ‘100 Yen Shop ‘”Dollar Store”’

Research conducted on:

October 20 – 25, 2005

Subject (Respondents):

Japanese males and females of age 20 ? 59 (N=200)

Distribution of respondents:

Research conducted on: October 20 – 25, 2005

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Research Results 
Do you know (Have you heard) about ‘100 Yen Shop’?（SA）

【Recognizability of ‘100 Yen Shop’ (N=200)】
【Overall】
When asked if they know or have heard about ’100 Yen Shop’, 89% answered ‘Yes, I know about the shop’. The results indicate very high recognizability rate of the shop.

【By Gender】
When analyzed by Gender, females show higher recognizability than males by 2% or so.

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Have you ever used (made purchase at) ‘100 Yen Shop’?（SA）

【Utilization of ‘100 Yen Shop’ (N=200)】
【Overall】
When asked if they have ever used (made purchase at) ‘100 Yen Shop’, the results show almost all of the respondents who know about the shop have made purchase at ‘100 Yen Shop’.

【By Gender】
When analyzed by gender, females show higher utilization rate than males by 6% or so.

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【For respondents who have used ‘100 Yen Shop’ before】
How frequently do you use (make purchase at) ‘100 Yen Shop’? （SA）

【Frequency of use of ‘100 Yen Shop’ (N=192)】
【Overall】
When asked about the frequency of use of ‘100 Yen Shop’, the highest percentage turned out to be ‘Once per week’ with 28,1％, followed by ‘Once (or so) per month’. Number of respondents who use ‘100 Yen shop’ for at least once a week (=‘Once per week’ and more) turned out to be just less than a half of respondents, with 44.8%.

【By Gender】
When analyzed by gender, almost half (49.5%) of the males use ‘100 Yen Shop’ for more than once a week, while only 40.4% of females use more than once a week, which is almost 10% difference. Thus for the frequency of use, males show higher tendency of use of the 100 Yen Shop than females.

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What is the name of the 100 Yen Shop you use the most? （FA）

【Name of the 100 Yen Shop that I use the most (N=192)】
【Overall】
When asked for the name of 100 Yen Shop that they use the most (as Free Answer question), more than half, 70.3%, answered “Daiso-sangyo (http://www.daiso-sangyo.co.jp/english/index.html)”.

【By Gender】
When analyzed by gender, the order of the ranking is the same, but females show higher percentage rate for “Daiso”, while males show higher percentage rate for “CanDo (http://www.cando-web.co.jp/)” and “SHOP 99 (http://www.99plus.co.jp/shop99/index.html)”.

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How much, on average, do you spend at ‘100 Yen Shop’?（FA）

【Positioning of ‘100 Yen Shop’ (N=192)】

■Male 20’s (N=24)

・More than a convenience store, less than a supermarket (20, University student)
・The store I go to when I have many things to buy. (21, University student)
・When I have some small thing that I need to buy but do not want to spend much for. (28, Sales/Service)

■Male 30’s (N=22)

・ When I want to buy something for less than ‘standard price’ (30, Technical/Specialist)
・ Before I try convenience store to see if they have the similar items for less. (32, Technical/Specialist)
・ To save money. (34, Part-time)

■Male 40’s (N=24)

・ The place I can buy small little things for cheaper. (40, Technical/Specialist)
・ The place I always stop by, almost as a habit, during my shopping (46, Technical/Specialist)
・ When I buy goods and commodities that do not need to be of brand names and that I can get by with lesser quality. (49, Self-employed)

■Male, 50’s (N=23)

・ Very convenient place when I need something quickly and by large volume. (50, Other)
・ This is that type of the store I stop by because it is on the way to somewhere else; not because I need to buy something from the store. (51, Self-employed）
・ When I need to buy small goods, this is the first store I head to. (54, Public employee)

■Female, 20’s (N=24)

・It is a “must” type of store in my life, in order to live wisely. (22, University student)
・It is a store I can go “care-free”. (23, Other)
・I can visit the store carefree. The store carries so many varieties of goods. (27, House-wife)

■Female, 30’s (N=25)

・Some things are available in many varieties at lower cost than other stores. The store is “average person’s best friend” type of store. (32, Office admin)
・When I need someone, I would go to 100-yen store first before I visit any other store.(33, House-wife)
・For anything that is sold at 100-yen store, I would get it there. If they do not have it, then I go look for them at other stores. (34, Office admin)

■Females, 40’s (N=25)

・The store is very accessible in a way that I know I get to try things that I am interested in, without worrying about the price. (40, Office admin)
・It supports my daily life, and at the same time it is a social place for me to feel unstressed and joyful. (43, Housewife)
・Fun place. I go there even when I do not have anything particular to buy. Good place for stress relief. (44, Part-time)

■Female, 50’s (N=25)

・Good place to kill time. One-price-for-all is easy for shopping. (50, Part-time)
・When I need something, I always go there first to see if they have it. (51, Housewife)
・I always go there to check out to see if they have something new or fun to buy. (56, Self-employed)

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Do you plan to use‘100 Yen Shop’ in future?（FA）

Would you like (to continue) to use 100-yen shop in future?（SA）

【Intention to use 100-yen shop in future (N=200)】
【Overall】
When asked if they intend to use 100-yen shop in future, 81% answered “Yes, I would like to”. When including the answer “I think I would like to”, it turns out that 93.5％ of survey participants have an intention to use 100-yen shop in future.

【By Gender】
When analyzed by gender, females show higher intention than males by 10% or so.

【Opinions of participants by intention of 100-yen shop use (N=200)】

■”Yes, I would like to (use 100-yen shop in future) (N=162) 
・All-in-one-price is easy to calculate when shopping. (Male, 21, University student)
・Because things are inexpensive, even when I end up with “bad shopping”, I do not feel too bad. (Male, 40, Technical)
・If I can buy things at cheaper price and if I am satisfied with its function/quality, then I see nothing wrong with it. (57, Self-employed)
・I use the stores now, and I am satisfied with its quality for price I pay (100-yen). (Female, 27, Sales)
・I feel secured knowing that everything is for 100-yen. These days I get surprised to find so many things at the 100-yen shops that I never expected to find there, and I cannot take my eyes off of 100-yen shops! (Female, 33, Part-time)
・It is fun to browse around. During the browsing-around, if I get sudden urge to buy things, but I feel carefree knowing everything is 100-yen. (Female, 41, Housewife)

■”I think I want to (use 100-yen shop in future) (N=25) 
・ I cannot find a reason not to go there. (Male, 29, Sales)
・ Because they have all the low-price essential daily goods readily available. (Male, 30, Unemployed)
・I hear that they sell practical things, so I would like to go there once. (Male, 57, Sales)
・ If the quality is good enough, I would like to buy things that I can “dispose”. (Female, 26, Housewife)
・I always buy things that I do not need because I cannot resist the cheap price, so I think visiting the stores only once in a while is enough for me. (Female, 51, Housewife)
・Because there is no reason not to use it if you want to live wisely. (Female, 52, Part-time)

■”I cannot say one or the other” (N=9) 
・I do not have anything particular I need from the store, but sometimes I feel like stopping by to see if they have something unusual. (Male, 31, Self-employed)
・Because they do not have anything I want. (Male, 31, Technical)
・They do not have anything I want, so I would go there on the way to somewhere else. (Male, 51, Self-employed)
・I would go if necessary, but not frequent. (Male, 57, Office admin)
・It looks cheap with its low-quality, (which I could understand.) (Female, 26, Other)
・100-yen shop is 100-yen shop, nothing more, nothing less. (Female, 51, Housewife)

■”I do not want to use 100-yen shop, if I do not have to. (N=1) 
・There is nothing I want to buy from them. (Male, 56, Technical)

■”I do not want to use 100-yen shop” (N=3) 
・Not interested. (Male, 28, Attorny/Accountant)