bulgarian lifestyles presentation
DESCRIPTION
Study of Bulgarian lifestyles, edition 2010. It could be very useful for companies that want to learn about the Bulgarian consumer markets as it even contains a generic segmentation of consumers based on attitudes and values, not just buying behavior. Interested parties can also go to the website in English to find out more: http://www.pazarenkompas.com/en/TRANSCRIPT
Bulgarian Lifestyles
2010
The only holistic lifestyle analysis of Bulgarian consumers
Market Compass
Market Compass
• Market Compass is the only holistic lifestyle analysis of Bulgarian consumers on our market
• In the series of analyses we aim to give businesses deeper knowledge of the people they call their customers and to track trends and changes in their market behaviour
• Market Compass is based on nationally representative research
Market Compass
Businesses concentrate their efforts on studying their customers … And they studythem from the point of view of what that business might offer them…
Market Compass
Market Compass
... but do businesses know
– The world that customers live in?
– The people they are surrounded by?
– What are the values and attitudes that form their thorough view to the world?
Market Compass
Lifestyle analyses present the way of
life of consumers. In this approach,
individuals are studied a people, and
not just as consumers of certain
products. This leads to a more accurate
and holistic understanding of the
motivation and the values that are the
overall determinants of consumer
choice.
Market Compass
Market Compass 2010
• 130 statements about attitude towards all aspects of life
• Factor and cluster analyses that specify the major statements differentiating people
• Our goal is to flesh out comprehensiveimages that we can recognize, discover and understand among all consumers on the market
So that we know what and how to
sell to customers...• Same income
• Same education
• Same age
• Different motivation
• Different values
• Different way of life
Different consumers choices
Market Compass
Market Compass 2010Lifestyle map of Bulgarian consumers
• Market Compass 2010 isolates the three
most significant factors that split Bulgarian
people in groups with similar ways of life
and, respectively, with similar consumer
behaviours. This is how we place the axes
for orientation on the map of Bulgarian
consumers
• Our analysis groups all Bulgarians into
seven homogeneous segments on the basis
of their lifestyles
• Consistent analysis that studies in depth
the daily life of each group, its motivation
for the choices made and for its values
+-
Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Active Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Content Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Indifferent Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Passive Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Positive Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Confined Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Rejective Social
status
Attitude towards
the world and
new technologies
Attitude towards
family values
and heritage
+-
Social
status
Attitude towards
the world and
new technologies
Sense of
belonging
Market Compass
Who is Market Compass made for?
The series of analyses Market Compass responds
strategically to fundamental business questions
• With respect to Top management, Market Compass helps track and analyze the trends and the driving factors in the market and how they might influence business strategy
• Market Compass gives Marketing specialists a clear picture that helps with understanding and communicating with consumers
• Our analysis helps Business Development specialists see the environment in which they sell their products and services
Market Compass
The crisis through the lenses of Market Compass
Income per household decreases in segments with mid- to high social status
Comparison of household income in various groups - 2009 vs. 2010
Year Active Content Indifferent Passive Positive Confined Rejective
2009 2160 1180 1160 980 650 460 460
2010 2200 1100 1100 970 670 530 480
Diff. in % +2 -7 -5 -1 +3 +15 +5
Market Compass
Methodology
• Nationally representative quantitative research with total sample of 2000 direct personal interviews, conducted in two stages in October-December 2008
• During the first stage we tested 130 statements for attitudes toward all aspects of people’s lives with a sample of 700 respondents
• After doing factor and cluster analyses, 30 statements were capable of differentiating people in their attitude towards life
• Subsequently, they were included in the second stage in order to assign people to one cluster or another
• On the basis of these 30 statements we derived two of the three factors that group people according to their lifestyle
• During the second stage we researched people’s behaviour in different aspects of their lives by using an 80-question interviews with standard duration of 45 minutes with a sample of 1300 respondents
Market Compass
About us
Market Compass is a joint project of strategic management consultants MMD Partners
and research agency Noema
Noema
• Professional and experienced researchers
of consumer market behaviour
• Detailed knowledge of the capabilities and
constraints of the well-known research
techniques in our market and their
successful combination for the needs of the
customer
• Constant development of new techniques,
that are adequate to the changing market
conditions in which businesses operate
MMD Partners
• A team of people with strategic
management way of thinking
• Skilled in looking at the market holistically,
comprehensively and with the aim of
establishing long-term sustainable
advantages
• Extensive experience in studying various
types of consumers for its customers.
Understanding the necessity for robust
research and analysis of the fundamental
factors driving consumers
Market Compass
Contact
Vladimir Todorov
MMD Partners
Office: +359 2 944 45 73
Mobile: +359 882 509 346
E-mail: [email protected]
www.pazarenkompas.comGet deeper insights into your
customers! Sell more, longer!
Market Compass
...where your present customers will
be tomorrow?
...who are your future customers?
and ...why?
Do you know...
Bulgarian Lifestyles
2010
The only one holistic lifestyle analysis of Bulgarian consumers