Synovate has released survey results showing the impact of SARS on the behaviors and attitudes of Taiwanese consumers.
Robin Brown, Managing Director of Synovate Taiwan, said the company conducted the survey to better understand Taiwan's reaction to the SARS outbreak. 'This is definitely a time when companies, Government departments, or anyone dealing with the Taiwanese consumers would do well to understand the current mind set as well as possible. The key question is, of course, to what extent these changes in attitude and behavior will continue after the epidemic is controlled. At the moment that is very difficult to answer. Certainly we will expect that some habits which have been adopted such as taking health supplements will continue among some consumers. The speed of the recovery of retail and leisure industries is difficult to assess. While the business community will have a significant role, a great deal of the onus falls on the Government to manage the initial outbreak well, and the ongoing challenge of rejuvenation'.
According to the study, Taiwanese gave an average score of five out of 10 when asked to rate the effectiveness of the Government's preventative measures against SARS. It is clear, however, that many are dissatisfied - with roughly a quarter rating the performance poorly (between one and three out of 10). Younger people (below 35) and those with higher levels of education appear to be most critical of the government.
The results also show that a staggering one in five Taiwanese have at some point since the start of the outbreak suspected that they may have contracted SARS. This figure contrasts with the 0.003 per cent of the population which has contracted the virus. 'Despite this large discrepancy, this result is not that surprising. It can probably be attributed to media coverage that creates anxiety which is out of proportion to the seriousness of the disease,' Mr Brown said.
Suspicion of catching the disease is higher among women (a quarter of female respondents suspected they may have contracted SARS) and young people (30 per cent of 15-24 year olds have at some time suspected that they may have the disease).
Mr Brown said that this fear would explain why Taiwanese appear to have taken considerable personal steps to protect themselves from the disease.
According to the survey:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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