Marseille: 1st stage of the Cetelem Tour de France
French consumers’ projects – Results of the BVA/Cetelem survey Over 12,000 French consumers surveyed, including 927 in the PACA region. Consumers living in the PACA region are resourceful when tackling projects.
When asked about the projects they plan to accomplish over the next two years, the 3 priorities cited by consumers in the PACA region may not be the ones you’re expecting: a big holiday for 67%, healthcare for over half, and home improvements for one third. Meticulous and shrewd, those living in the PACA region are careful with their cash, constantly on the lookout for good deals and also extremely resourceful to ensure their projects get seen through to completion.
« Tell me where you live and I’ll tell you what your projects are ». Thanks to a trailblazing survey carried out in conjunction with the BVA market research institute, in which over 12,000 French consumers were interviewed including 927 living in the PACA region, Cetelem has been able to identify the key traits of the projects planned by those living in the PACA region: priorities and overriding concerns, money-saving tricks and funding, the level of trust they have in their partners… Over fifteen themes were examined in all, offering a snapshot of how projects are tackled right across the PACA region.
For the second edition of its Tour de France, Cetelem continues to explore French consumers’ spending habits. Cetelem provides financing solutions in the form of loans, savings accounts and insurance, and regularly carries out surveys on how lifestyles are changing and the knock-on effects that is having. This survey isn’t based on assumptions – it factually proves yet again that French consumers are, and remain, realistic in the way they manage their money and that they are also extremely adaptable.
In the PACA region, as is the case right across France, over 1 in 2 consumers (57%) continue to feel a squeeze in their purchasing power. However, as far as projects go, those living in the region, like their counterparts in other parts of France, are primarily focusing on their next big holiday, perhaps to escape all the doom and gloom (67%)?
Somewhat more surprising, the second project cited by those living in the PACA region concerns their healthcare needs, with over 1 in 2 (54% vs. 52% of all French consumers) claiming to have their sights set on a health-related project within the next 2 years (eye care, dental care, spa treatments, therapies, etc.).
Consumers in the PACA region say they have earmarked a maximum of €1 217 for projects of that kind, slightly higher than the French average of €1 073.
After holidays and health it’s all about the home, with 1 in 3 consumers (34%) planning to carry out home improvements. According to those surveyed, the French government’s efforts to encourage energy-related home improvements through financial assistance such as tax credits continue to be attractive.
However, whilst 3 in 4 French consumers say they think they would take advantage of the State aid available, the majority do not really understand what that actually entails, a situation that is replicated in the PACA region:
- 1 in 2 think State aid provides a way of improving the quality of renovation work;
- Less than 1 in 2 (45%) believe it truly generates savings;
- Just 19% consider State aid accessible, with only 15% saying it is easy to use.
Those living in the PACA region appear to dedicate the largest portion of their budget to buying a vehicle, averaging a spend of €9 205, followed by home improvements at an average of €5 136. They also splash out on events linked to key personal events (births, weddings, children’s higher education, etc.), representing a budget of €3 659.
When it comes to funding their projects, the region’s inhabitants are relatively prudent. Like the rest of the French population, they prefer to rely on the funds they have available, with 8 in 10 (81%) claiming to dip into their savings. Loans clearly remain a major tool for funding personal projects, however, with almost 6 in 10 inhabitants (58%) claiming to have used one, just behind payment schemes such as interest-free buy-now-pay-later deals (62%).
Consumers in the PACA region are meticulous and connected to ensure their projects get seen through to completion.
More than 1 in 3 of the region’s residents say they embark on relatively few projects but always complete the ones they start (34% compared to the national average of 31%). Could those living in the PACA region be described as conscientious? Probably, since the majority (58%) say they believe it is important to plan their project and then make the right choice of service provider or supplier. Consumers in the PACA region can also be described as connected. Over 6 in 10 (62%) say the Internet is one of their main sources of information, along with their friends and family (60%) and professionals (58%). On going into more detail, we discover that almost 1 PACA resident in 3 trusts the recommendations published on the web. Social networking sites, however, throw up a real surprise – despite being the « in thing », only 5% of consumers living in the PACA region and 3% of those living in Marseille consider this kind of site to be a useful source of information for their projects.
Consumers living in the PACA region are always on the lookout for deals to boost their spending power, as well as being extremely resourceful.
Almost 1 PACA consumer in 3 (31%) believes that a successful project is one that’s a “good deal”. As well as turning to their bank or to family and friends for funding, over half (55%) have already found other resourceful ways of putting more cash behind their projects. Selling items over the Internet or at car boot sales is the method most often cited: 42% of those surveyed. Over 2 in 10 (22%) say they work overtime; 1 in 10 (12%) have a second job; 12% also work on Sundays; and 5% admit to doing undeclared work.
6 in 10 (63%) state that earning a higher wage would allow them to complete more projects, a figure that is far higher than for other factors such as a drop in income tax (41%), paying less VAT (22%) or, more surprisingly, an increase in benefits and grants (9%). Finally, contrary to popular belief, the region’s inhabitants take their time when planning projects and avoid acting on impulse, with just 21% believing that a one-off bonus would allow them to see more projects through to completion.
Internet survey carried out by the BVA market research institute from October 6th to 15th 2015. A sample of 12,408 people, representative of the French population aged 18 and over, was surveyed. A representative sample was obtained by applying the quota sampling method to the following variants: gender, age, head of household’s occupation and interviewee’s occupation following stratification by region and metropolitan category. Within this national sample, 927 individuals living in the Provence-Alps-Côte d’Azur region were surveyed, including 203 living in semi-urban and rural areas.