A.

Demand
A.1. Past Demand
Table 1

Year
2010
2011
2012
2013
2014

PAST DEMAND (Always: 12 times in a year)

Target
Acceptance
Purchase Frequency
Population
Rate
37,509
76%
12 x 2.79%
38,100
76%
12 x 2.79%
38,707
76%
12 x 2.79%
37,987
76%
12 x 2.79%
37,693
76%
12 x 2.79%

Demand
9,545
9,695
9,849
9,666
9,591

Table 2

Year
2010
2011
2012
2013
2014

PAST DEMAND (Very often: 6 times in a year)

Target
Acceptance
Purchase Frequency
Population
Rate
37,509
76%
6 x 7.87%
38,100
76%
6 x 7.87%
38,707
76%
6 x 7.87%
37,987
76%
6 x 7.87%
37,693
76%
6 x 7.87%

Demand
13,463
13,674
13,892
13,633
13,528

Table 3

Year
2010
2011
2012
2013
2014

PAST DEMAND (Sometimes: 3 times in a year)

Target
Acceptance
Purchase Frequency
Population
Rate
37,509
76%
3 x 37.06%
38,100
76%
3 x 37.06%
38,707
76%
3 x 37.06%
37,987
76%
3 x 37.06%
37,693
76%
3 x 37.06%

Demand
31,695
32,194
32,707
32,099
31,850

Table 4

Year
2010
2011
2012
2013
2014

PAST DEMAND (Rarely: once in a year)

Target
Acceptance
Purchase Frequency
Population
Rate
37,509
76%
32.23%
38,100
76%
32.23%
38,707
76%
32.23%
37,987
76%
32.23%
37,693
76%
32.23%

Demand
9,188
9,333
9,482
9,306
9,233

Table 5

Year
2010
2011
2012
2013
2014

Always
9,545
9,695
9,849
9,666
9,591

Very often
13,463
13,674
13,892
13,633
13,528

Table 6

EVENTS
Anniversary
Birthday
Gathering
Party
Graduation
House
Blessing
Seminar
Thanksgiving
Wedding

Anniversary
Birthday
Gathering
Party
Graduation
House
Blessing
Seminar
Thanksgiving
Wedding

TOTAL DEMAND
63,891
64,896
65,930
64,704
64,202

Table 8
2010
Total
%
Demand Demand
63,891
21.57
63,891
34.37

Market
Share
13,782
21,960

63,891

8.78

5,610

63,891

0.55

352

63,891

0.37

237

63,891
63,891
63,891

1.10
3.11
30.16

703
1,988
19,270

Table 7

EVENTS

PAST DEMAND
Sometimes
Rarely
31,695
9,188
32,194
9,333
32,707
9,482
32,099
9,306
31,850
9,233

EVENTS
Anniversary
Birthday
Gathering
Party
Graduation
House
Blessing
Seminar
Thanksgiving
Wedding

2012
Total
%
Demand Demand
65,930
21.57
65,930
34.37
65,930
8.78

Market
Share
14,222
22,661
5,789

65,930
65,930

0.55

363

0.37

244

65,930
65,930
65,930

1.10
3.11
30.16

723
2,051
19,885

Table 9

2011
Total
%
Demand Demand
64,896
21.57
64,896
34.37
64,896
8.78

Market
Share
13,999
22,305
5,698

64,896
64,896

0.55

357

0.37

241

64,896
64,896
64,896

1.10
3.11
30.16

714
2,019
19,573

EVENTS
Anniversary
Birthday
Gathering
Party
Graduation
House
Blessing
Seminar
Thanksgiving
Wedding

2013
Total
%
Demand Demand
64,704
21.57
64,704
34.37
64,704
8.78

Market
Share
13,957
22,239
5,682

64,704
64,704

0.55

356

0.37

240

64,704
64,704
64,704

1.10
3.11
30.16

712
2,013
19,515

Table 10

EVENTS
Anniversary
Birthday
Gathering
Party
Graduation
House
Blessing
Seminar
Thanksgiving
Wedding

2014
Total
%
Demand Demand
64,202
21.57
64,202
34.37
64,202
8.78

Market
Share
13,849
22,067
5,637

64,202
64,202

0.55

354

0.37

238

64,202
64,202
64,202

1.10
3.11
30.16

707
1,997
19,364