Market Pulse Feb. 2023 Report
Presenter : Heba Riad
Time of survey: 4-6 Feb 2023
Report 3
Monthly tracking of the change in consumers’ behavior
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Marketeers Timeline in Brief . . .
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1994
1999
2003
Developed predictive models for revenue
& price management
Since 1994, as Market Research agency
Went Global starting with P&G, followed by many like PMI, RB and others
+2020
Global Reach
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OUR GLOBAL REACH ALLOWED US TO GAIN:
Countries with partners’ offices
Marketeers Research offices
Awards & Recognition
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Enabled us to make very critical decisions in our markets, with surprisingly accurate projection of market behavior.
Richard Henchoz
Director Marketing & Consumer Research
PMI; Dubai Cluster
* ESOMAR is the Global Association for Market Research & Insights
Examples from our clients
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Clients We Served
Research Overview
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Markets witness a rapid change in all aspects and consumers are reacting in different ways to face these changes.
In order to provide decision makers with a timely snapshot about market directions, we ran a monthly online quantitative research on a representative sample of 300 respondents across different classes
*Data Collection: 4-6 February 2023
Business Objective
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Provide directions about consumers’ purchase behavior after first weekend of the month, and how it differs from previous months, to facilitate for businesses a timely response to the rapidly changing markets.
Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
Let´s talk about Methodology
300
Online quantitative surveys
SEC
Gender
Location
Age Group
20% AB
40% C1
40% C2
60% Females
40% Males
50%
21 YO ~ 35 YO
50%
36 YO ~ 50 YO
50% Cairo
30% Delta
10% Alexandria
10% Upper Egypt
Zero-Time™ Market Research is supporting decision makers to take fast marketing decisions today not tomorrow!
*Learn more about Zero-Time™ Market Research : http://marketeersresearch.com/the-launch-of-zerotime-market-research/
If you’re interested in tracking study to be done every 2 weeks, with the option of additional questions considering your brand, please contact us.
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Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
CCI Measurement
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Consumer Confidence Index (CCI) based on asking the respondents about their indications about the economy, employment, saving and income (currently & in the future 6 months)
Whether they see that the economy ( better, same or worse) compared to the last month.
Index = better/ (better + worse)
How do consumers feel towards current and future Economy In Egypt?
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There is a significant decline in the consumers’ indications about the current and the future Economic situation (consumers are more pessimistic) compared to Nov-22 and Dec-22, which corelated to the increasing dollar’s exchange rate.
Regarding the economy in Egypt now, after the price increase compared to the last month, is it?
Dollar exchange rate
Are your expectations for the economy in Egypt during the next six months to be ....... of the current period?
Base=300
Total sample size
Source: XE.com
How do consumers feel towards current and future Employment In Egypt?
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They are more pessimistic towards current employment situation and future employment situation.
Base=300
Total sample size
With regard to the current employment and employment situation, after the price increase and some layoffs from companies, compared to the last month, is it?
Are your expectations regarding the employment and employment situation during the next six months to be ....... of the current period?
How do consumers feel towards future income and changes in saving?
14
Base=300
Total sample size
They are more pessimistic towards both future saving and income.
With regard to savings: How did your savings percentage differ this month from the last month?
Are your expectations for your family's income during the next six months to be ....... of the current period?
Future Income
6-months expectations
How your saving changed?
Is It a Suitable time to buy Durable/Capital Goods ?
15
Base=300
Total sample size
Agreeing on (it’s not a suitable time to purchase capital goods), increased.
With regard to the purchase of durable goods such as vehicles - electronic devices - real estate - to what extent do you consider the current time appropriate to buy them
Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
In this section, we tested how consumer purchase behavior has changed towards different categories.
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Also we calculate index for each category to determine the rate of decrease.�The tested categories are:
Essential products (oil - butter - tea – sugar…...)
Frozen Chicken (nuggets – shish…)
Cold cut meat
Dairy (Milk, yogurt, and cheese)
Detergents (Laundry and Dish wash detergents)
Snacks, Juices and soda drinks
Canned food (tuna- beans ….)
Personal care products ( shower gel-conditioner-soap-shampoo…)
Luxurious products ( chocolate spread – corn Flakes – sauces - mayonnaise…..)
�
Index for category = % of increase - % of decrease
Rate of decrease in purchase behavior increased in most categories
How customers’ purchasing habits towards specific categories changed?
Base=300
Total sample size
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Consumers stopped purchasing luxurious products to save for more important items
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Stopped Purchasing:
Reasons for more purchasing
Reasons for less purchasing
Base=300
Total sample size
Why does your purchase of products increase?
Why does your purchase of products decrease?
Price increase continued to be the main driver for decreased purchasing, with a significant increase in not needed.
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Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
How their purchasing habits are changing?
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Consumers’ strategy depends mainly on decreasing their purchase “ buying less quantity” and giving up on extra and luxurious products
�
Base=300
Total sample size
How did the price increase affect your purchasing behavior?
Some consumers decided to change whether the size of the purchased products or the brands they purchase from
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Base=41 “Feb-23”
Those who decided to change the sizes of the purchased products
When you changed to different brands, did you go for?
Comparing with Dec-22, most of those who are buying alternative brands still go for down-tiering.
Base=63 “Feb-23”
Those who decided to change the brands
Comparing to Nov-22 and Dec-22, Most of those who decided to change the sizes of products, still go for downsizing to decrease their expenses as much as possible.
When you changed the sizes of the products you buy, did you go for?
Down-tiering or up-tiering?
Downsizing or upsizing?
Is there a change in quality?
Are the products always available?
Comparing to Nov-22 and Dec-22, more consumers agreed that there is a change in the products’ quality.
Have you noticed any change in the usual quality of the products?
Base=300
Total sample size
Comparing to Nov-22 and Dec-22, less consumers agreed that there is no problem in the availability of products.
Do you find all the required products when shopping?
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Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
In this section, we tested the intended Egyptian consumers’ purchase behavior during Ramadan:
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Essential ingredients for Iftar (rice – butter – oil – salt…...)
Dairy and suhor meal (milk, yogurt, cheese,..)
Frozen chicken (nuggets,…)
Cold meat (roasted beef, Turkey,…)
Canned food (tuna- beans ….)
Nuts (hazelnut, cashew, coconut,…..)
Al-Khoshaf ingredients (dates, qarasia, apricots, raisins, ....)
How Consumer’s will adapt their purchasing behavior During Ramadan?
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Consumers will increase their purchases for the essential products for iftar, and will stop purchasing non-essential products like nuts and cold cuts.
With the advent of the month of Ramadan and the increase in prices, what will change in your purchasing habits for these products:
How consumer’s will change their habits during Ramadan
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Egyptian consumers’ will adapt to the price’s increase by Checking the discounts and decrease food delivery
How do you will try to reduce your expenses during the month of Ramadan?
Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
Shopping
Shopping Trips Cover
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Frequency of Purchase
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Consumers started to purchase their needs more frequently (twice a week), which could be because of the uncertainty and the continuous price increase.
Base=300
Total sample size
How often do you purchase all the products you need?
Preferred Promotion
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Consumers started to prefer “buy one get one” promotion type more than prices offers.
Base=300
Total sample size
What types of offers are you looking for?
Place of Purchase
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Most of Consumers purchase their needs from Wholesale hypermarkets as follows:
Base=300
Total sample size
Base=165
Those who purchase their needs from wholesale hypermarket
After the price increase, what sources did you buy your products from?
Reasons for Online Shopping
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Providing more offers and promotions is the main reason why people go for online shopping
Base=11 ‘feb-23’
Those who purchase their needs through online apps
What are the reasons that make you buy online?
Top Online Shopping Applications
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Comparing to Nov-22 and Dec-22, most of consumers are purchasing their needs from carrefour online, which could be because of carrefour’s offers (carrefour’s birthday)
Base=11 ‘feb-23’
Those who purchase their needs through online apps
What are all the online places you buy from?
Payment Methods
Cash Or Credit?
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Comparing to Dec-22 consumers still prefer cash to pay for their purchases
Base=300
Total sample size
What is your preferred payment method?
Monthly Budget?
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Base=300
Total sample size
The majority of those who set a specific budget for their consumption, spend around 2000 to 4000 EGP monthly.
Most of the consumers still set budget in which they spend on purchasing their monthly house needs.
Base=174
Those who set budget
Do you specify a certain amount or budget with which to buy monthly products for the home?
The budget or the exact amount with which you buy products per month is about
Budget Intervals
Research Objectives
Consumer Confidence Index (CCI).
01
02
03
Purchasing behavior across FMCGs categories + reasons.
04
05
Egyptians’ reactions to price increase.
Consumers’ intended behavior during Ramadan.
Consumers’ shopping trip.
06
Change in lifestyle and Sources of information.
Activities
How activities of consumers changed ?
The decreasing rate declined across almost all outdoor activities
Base=300
Total sample size
Now, there are some activities, we usually do them. What is the change that happened to these activities for you after the price increase compared to the last month?
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Source of information
The information sources that customers rely on
Social media and Google search are still the main sources of information for the majority while there is decrease in considering public TV channels, international channels as sources of information.
Base=300
Total sample size
In general, what are your sources of information about current events in Egypt and the world today?
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As social media is the main source of information for most of the consumers, here are the top used social media apps
85%
61%
34%
27%
Facebook messenger
Base=300
Total sample size
Do consumers go for channels subscription?
The most subscribed channels
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Base=300
Total sample size
Base=46 ‘Feb-23’
Those who have channels subscription
do you Subscribe to any TV platform or website for showing movies/series/sports matches/songs?
Which of these platforms are you subscribed to?
To Sum up
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Q&A
Thank You
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