Market Compass: Bulgarian Lifestyles 2011
The seven Bulgarian consumer lifestyle groups, defined in the previous editions of the report, had one more tough year of economic crisis to go through. Unlike 2009, when the crisis was more in the minds of the Bulgarians and not so much in their real lives, 2010 is the first year in which the crisis has become not only a perception, but a real physical expression which for most people was not easy at all.
As a result of this objective lack of free money and additionally imposed subjective restrictions on the expenditure, the value of money for the Bulgarians has increased to a high degree and in 2010 they spent money very difficult. It has become a common practice to seek buying cheaper products and products in promotion. In the developed economies, where the consumers have high disposable income, the crisis has brought economy in their consumer behavior, while in Bulgaria the consumers has begun to split a penny into two. It is not possible for most of them to optimize and spend more reasonably their income, simply because it is very low and has never allowed extravagance.
Despite the crisis has been felt strongly by almost all segments, their reaction is quite different. This report reveals how the economic crisis affected the seven lifestyle groups, the subsequent changes in consumption and behavior and examines the differences between the groups.
Reasons to buy:
Please note, when buying this report, you also receive the Bulgarian Lifestyles 2009 and 2010 edition.
As a result of this objective lack of free money and additionally imposed subjective restrictions on the expenditure, the value of money for the Bulgarians has increased to a high degree and in 2010 they spent money very difficult. It has become a common practice to seek buying cheaper products and products in promotion. In the developed economies, where the consumers have high disposable income, the crisis has brought economy in their consumer behavior, while in Bulgaria the consumers has begun to split a penny into two. It is not possible for most of them to optimize and spend more reasonably their income, simply because it is very low and has never allowed extravagance.
Despite the crisis has been felt strongly by almost all segments, their reaction is quite different. This report reveals how the economic crisis affected the seven lifestyle groups, the subsequent changes in consumption and behavior and examines the differences between the groups.
Reasons to buy:
- 7 lifestyles segments, that describe all Bulgarian consumers
- Behaviour, motivation, values and attitudes of these segments
- 3-year dynamics and trends of their market behaviour
- Effects of the crisis on the segments provided with explanation
- Media behaviour of the segments
Please note, when buying this report, you also receive the Bulgarian Lifestyles 2009 and 2010 edition.
1. GOALS OF THE REPORT
2. EXECUTIVE SUMMARY
3. MACROECONOMIC INDICATORS OF BULGARIA
Major macroeconomic indicators
Income and consumption of the households
For a second year in a row the crisis in Bulgaria created conditions for closer patterns of consumption between working people and pensioners
4. METHODOLOGY AND PARAMETERS OF THE RESEARCH
5. HOW DID THE CRISIS CHANGE CONSUMER BEHAVIOUR?
What happened in 2010?
The initial fear for the future and the cutting of all unnecessary expenditures are now replaced by an adjustment to life in crisis conditions
How was 2010 for the different consumer segments?
6. TRENDS IN CONSUMER BEHAVIOR OF THE BULGARIANS
Telecommunications and technology
Personal finance
Eating habits
Personal care
Free time
Internet presence
Shopping places
7. DYNAMICS IN CONSUMER BEHAVIOR OF THE SEGMENTS
7.1 Active
Consumer profile
Entering 2011
Change in consumer behaviour
Although more than half of the Active abstain from significant purchases, this share is far lower than the overall average
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.2 Content
Consumer profile
Entering 2011
Although by a little, spending has increased and the Content preserved their consumption profile
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.3 Indifferent
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
The Indifferent are fans of ready-to-serve and takeaway food, which is also confirmed by increased consumption of processed meat products
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.4 Passive
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Big purchases are a great problem and, in turn, there is a decrease in purchases of automobiles – both new and second-hand
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.5 Positive
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
The Positive are using even more e-mail, search engines and instant messages
Media consumption
7.6 Confined
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
During the morning the Confined watch television – more than any other segment
7.7 Rejective
Consumer profile
Entering 2011
Contrary to the other segments, the Rejective expect the most to have problems with repayment of their loans and expect the least to be able to save more
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
8. APPENDIX
2. EXECUTIVE SUMMARY
3. MACROECONOMIC INDICATORS OF BULGARIA
Major macroeconomic indicators
Income and consumption of the households
For a second year in a row the crisis in Bulgaria created conditions for closer patterns of consumption between working people and pensioners
4. METHODOLOGY AND PARAMETERS OF THE RESEARCH
5. HOW DID THE CRISIS CHANGE CONSUMER BEHAVIOUR?
What happened in 2010?
The initial fear for the future and the cutting of all unnecessary expenditures are now replaced by an adjustment to life in crisis conditions
How was 2010 for the different consumer segments?
6. TRENDS IN CONSUMER BEHAVIOR OF THE BULGARIANS
Telecommunications and technology
Personal finance
Eating habits
Personal care
Free time
Internet presence
Shopping places
7. DYNAMICS IN CONSUMER BEHAVIOR OF THE SEGMENTS
7.1 Active
Consumer profile
Entering 2011
Change in consumer behaviour
Although more than half of the Active abstain from significant purchases, this share is far lower than the overall average
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.2 Content
Consumer profile
Entering 2011
Although by a little, spending has increased and the Content preserved their consumption profile
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.3 Indifferent
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
The Indifferent are fans of ready-to-serve and takeaway food, which is also confirmed by increased consumption of processed meat products
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.4 Passive
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Big purchases are a great problem and, in turn, there is a decrease in purchases of automobiles – both new and second-hand
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
7.5 Positive
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
The Positive are using even more e-mail, search engines and instant messages
Media consumption
7.6 Confined
Consumer profile
Entering 2011
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
During the morning the Confined watch television – more than any other segment
7.7 Rejective
Consumer profile
Entering 2011
Contrary to the other segments, the Rejective expect the most to have problems with repayment of their loans and expect the least to be able to save more
Change in consumer behaviour
Household purchases
Personal finance
Eating habits
Personal purchases
Personal care
Free time
Telecommunications and technology
Media consumption
8. APPENDIX
