[[{"type":"media","view_mode":"media_large","fid":"94","attributes":{"alt":"","class":"media-image","height":"320","style":"width: 480px; height: 320px; margin: 5px; float: right;","typeof":"foaf:Image","width":"480"}}]]In any market, it is important to have an idea regarding the portion that consumers are granting to products or services. At the economical statistics’ level, that data is considered while establishing the housewife’s shopping basket, i.e. all goods and services likely to be used by an average household. Most of the time Investors need those kind of information that may help them know what sector to invest in and/or identify market potentialities.

While Companies are willing to be informed on the location of their market, political decision-makers may use that data to regulate the market considering a product consumption rate (cosmetics’ products, clothes, drinks) or the use of a service (Internet, Banks, aviation, hotel business, supermarket). To identify main products and services consumption level, the Marketing and strategies agency TARGET found that it is critical to directly survey the market.

The survey was carried out from 1st to 4th October 2011 amongst a sample of 1000 people according to the method of quotas per age, sex and location with a team of 25 surveyors scattered all over Kinshasa municipalities except for municipality of MALUKU and NSELE due to their largely rural characteristics. That survey aimed at identifying on the one hand consumption/use impact (proportion of people having used the product or service in the course of the last 6 months); and on the other hand consumption/use frequency for bringing out the daily frequency portion in order to establish the connection with the weekly or monthly frequency. We are not claiming to have covered all products and sectors, yet the reader shall find out important information to better understand Congolese consumers in general and consumers of Kinshasa in particular. The thorough analysis of results will allow reader notifying beyond global statistics some significant differences for some products in terms of sex, age, education level, and occupation or residence area. I.e. on the first consideration internet seems to have a very low rate of use and yet, it is relatively popular with men, young people, high level people, and LUKUNGA inhabitants.