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“Conoscere l’alcool”
Survey n.29474
GfK Eurisko
Milano, September 2012
Background, objectives and methodology
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Background
Diageo was one of the first corporate involved in making the consumers aware of the
responsible drinking.
For the Summer 2012, beside the activities called “Divertiti responsabilmente”, that will
take place in different Italian venues, another campaign called “Conoscere l’alcool” was
activated, in partnership with ACI, SIMPLY and the “Ministero della Salute”.
This activity took place in June and July outside different SMA supermarkets (about 70
points of sale spread in different Italian cities).
The activity took place inside the supermarkets and continued outside:
•
inside the supermarket some leaflets concerning the theme of alcohol and its use were
placed in the alcohol section;
•
outside the supermarket a dedicated corner was set up; some hostess distributed
leaflets and stopped people passing by to make them aware of the theme of alcohol
and its correct use: the quantity of alcohol allowed to drive, the sanctions provided for
driving after having drunk, the occasions/situations when drinking alcohol is prohibited
(when pregnant, when underage, after having taken drugs…) etc…..
The hostess used different communication materials and also the safe driving simulator
provided by ACI.
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Objectives and methodology
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Objectives
The main objective of the research is to understand the evaluation and the impact of the
activity among the customers who were exposed to it.
Methodology
Universe of reference
The universe of reference will be: car users, alcohol drinkers, male and female, 18 y.o. and
over, exposed to the activity “Conoscere l’alcool”.
Sample
The sample is composed by 200 respondents, car users, alcohol drinkers, male and
female, 18 y.o. and over, exposed to the activity “Conoscere l’alcool”.
Method of interview
PAPI (Paper Aided Personal Interviews).
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Sample profile
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Sample profile – Sex and age
Base: total sample (18 y.o. and over), n=200, % Values
61
MEN
WOMEN
18-24 Y.O.
25-34 Y.O.
39
7
18
24
35-44 Y.O.
45-54 Y.O.
55-64 Y.O.
65 Y.O. AND OVER
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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16
13
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Sample profile – Educational level and occupation
Base: total sample (18 y.o. and over), n=200, % Values
21
UNIVERSITY DEGREE
HIGH SCHOOL
35
SECONDARY SCHOOL
35
PRIMARY SCHOOL
9
ENTREPRENEUR, FREE-LANCER
9
CRAFTSMAN, SHOP OWNER
EXECUTIVE, CADRE, MANAGER
7
4
23
WHITE COLLAR, TEACHER
26
BLUE COLLAR
HOUSEWIFE
STUDENT
UNEMPLOYED
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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8
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Survey results
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Alcohol issue: the importance of being informed
Q1- Let’s talk about the title of the activity you have just took part. The initiative is called «Conoscere l'alcool». How important is in your opinion
being informed on alcohol, its ways of consumption and its effects?
Base: total sample (18 y.o. and over), n=200, % Values
Awareness of importance of information on alcohol – proper consumption and possible negative effectsis widespread among respondents: more than one third considers “Very important” being informed on
this issue, particularly women and young people.
Information on alcohol is important:
Very
36
Somewhat
60
So so
Not a lot
Not at all
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
Women: 44%
Young people (18-34 y.o.): 42%
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Perception of the general level of knowledge on the alcohol issue
Q2 - In particular, do you think that people are informed about alcohol, its effects, the penalties that may be incurred if it is found to be positive
alcohol test?
Base: total sample (18 y.o. and over), n=200, % Values
It is worth noticing that 30% believes that there is not enough information on this topic
Believe that people are informed on the alcohol issue:
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
Very
19
Somewhat
51
So so
13
Not so much
9
Not at all
8
30%
10
Information about alcohol issue before the activity
Q.3-4 – Before this activity, have you ever occurred to inquire about the alcohol issue and its effects? For what reasons?
Base: total sample (18 y.o. and over), n=200, % Values
More than half of the sample, before taking part in the activity, happened to inform themselves on the
topic of alcohol. Among these, half did so because they drive frequently and for health reasons
57
They inform themselves on the alcohol issue:
=100
..because they drive very often
50
…for health problems
50
…for their relatives
…for diet reasons
16
11
…fotr sides effects of drugs
9
…for the pregnancy
8
Other reason
7
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Overall interest in the activity «Conoscere l’alcool»
Q6 – And overall how interesting did you find the activity?
Base: total sample (18 y.o. and over), n=200, % Values
The activity has had a good evaluation. Almost the whole sample found the initiative “Very” or “Fairly”
interesting. Especially the younger ones.
Very
27
Somewhat
68
So so
Not so much
Not at all
4
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
Young people (18-34 y.o.): 38%
1
12
The most interesting aspects of the activity
Q5 – Regarding the activity “Conoscere l’alcool“, what were the aspect that you found more interesting and useful?
Base: total sample (18 y.o. and over), n=200, % Values
The issue considered most interesting was how to calculate the amount of alcohol regularly consumed.
How to calculate the amount of alcohol
consumed
61
The daily amount of alcohol that is not harmful
28
The limits and penalties on alcohol when driving
28
The situations in which drinking alcohol is not
recommended
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Evaluation of the single elements of the activity
Q9 – Let us now discuss the single components of the activity; for each please tell me how did you like it?
Base: total sample (18 y.o. and over), n=200, % Values
All elements received a positive evaluation and, in particular the safe driving simulator.
Hostess
kindness
Safe driving
simulator
Information
materials
Board
for signatures
15
26
Very
37
41
45
Somewhat
66
54
54
32
So so
Not so much
Not at all
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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8
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1
8
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2
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Opinions on the activity «Conoscere l’alcool» in details
Q6 –I will now read a series of statements and I would like for each of them to tell me how do you attribute it to the activity?
Base: total sample (18 y.o. and over), n=200, % Values
In general, the image of the initiative is good. The originality and clarity of information are especially
appreciated. Also its usefulness, and the fact that it addresses alcohol issues that are not much
debated, are well evaluated.
It’s an initiative organized in an original,
innovative way
43
The information provided is clear and
understandable
42
It’s initiative useful, that makes you think
seriously about the issue on alcohol and its
effects
Addresses issues / aspects of alcohol
consumption not much debated
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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29
90
93
97
92
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Opinion on the partnership between DIAGEO and SIMPLY
Dom.10–The activity was organized by Simply and Diageo.. What do you think about the fact that a company worldwide leader in production and
commercialization of alcoholic beverages (Diageo), is promoting an activity about the theme “Drink or drive”?”
Base: total sample (18 y.o. and over), n=200, % Values
The partnership between Diageo and Simply is considered by more than 60% of respondents as a sign
of social care on a very important issue, but there is a relevant percentage of respondents who look at it
as a commercial / advertising activity.
The partnership between DIAGEO and SIMPLY is:
It’s a social care’s sign about a very
important issue
63
It’s a commercial/ advertising activity
28
It’s a legal duty
Don’t know / no answer
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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Opinions on partnership among DIAGEO, SIMPLY, ACI
Umberto Veronesi Foundation
Dom.11 – This activity was organized under the aid of DIAGEO, ACI, SIMPLY and UMBERTO VERONESI FOUNDATION. How believable do
you consider this cooperation?
Base: total sample (18 y.o. and over), n=200, % Values
The partnership among all the players involved in the activity looks credible
The collaboration among DIAGEO, ACI, SIMPLY
And UNMBERTO VERONESI FOUNDATION :
Very
31
93
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
Somewhat
62
So so
Not so much
Not at all
6
1
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Perception of the actual information received as a result of the activity
Q12 – In summary, after taking part in this initiative you feel more informed on the subject of alcohol?
Base: total sample (18 y.o. and over), n=200, % Values
In summary, the activity seems to have succeeded in spreading a little more information among
consumers. Almost all the respondents said they learned something from this campaign.
After taking part in this activity they feel:
Young people (18-34 anni): 19%
14
Much more informed
94
80
A little more informed
Informed as before the initiative
© GfK Eurisko | Conoscere l’alcool | Settembre 2012
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