Between Thrifty Demanding Bulgarian Shopperss Trends Miroslava Georgieva
![Between “Thrifty” & “Demanding” Bulgarian Shoppers’s Trends Miroslava Georgieva Email: miroslava. georgieva@gfk. com Between “Thrifty” & “Demanding” Bulgarian Shoppers’s Trends Miroslava Georgieva Email: miroslava. georgieva@gfk. com](https://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-1.jpg)
Between “Thrifty” & “Demanding” Bulgarian Shoppers’s Trends Miroslava Georgieva Email: miroslava. georgieva@gfk. com
![Welcome in 2008 2 Welcome in 2008 2](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-2.jpg)
Welcome in 2008 2
![MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 3 IMMOBILE PRICE SENSITIVE MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 3 IMMOBILE PRICE SENSITIVE](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-3.jpg)
MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 3 IMMOBILE PRICE SENSITIVE UNDEMANDING Thrifty Communicative housekeeper 23% UNDEMANDING Mobile pragmatic Economist 12% 7% PRICE NON-SENSITIVE UNDEMANDING Undemanding conservative 36% Comfortable opportunist Generous Demanding
![Undemanding Conservative and Thrifty are typical Bulgarian types of shoppers. Yet, Mobile Pragmatic segment Undemanding Conservative and Thrifty are typical Bulgarian types of shoppers. Yet, Mobile Pragmatic segment](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-4.jpg)
Undemanding Conservative and Thrifty are typical Bulgarian types of shoppers. Yet, Mobile Pragmatic segment is growing! 4 +2. 0 +6. 0 -3. 0 +2. 0 -3. 0 0. 0 Source: Gf. K Shopper Typology 2007/2008, Main shoppers (2007 -n=1070; 2008 - n=1000) -7. 0 +6. 0
![MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 5 MOBILE IMMOBILE PRICE MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 5 MOBILE IMMOBILE PRICE](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-5.jpg)
MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 5 MOBILE IMMOBILE PRICE SENSITIVE DEMANDING Communicative housekeeper UNDEMANDING Mobile pragmatic 12% PRICE NON-SENSITIVE DEMANDING Comfortable opportunist DEMANDING Economist 7% PRICE NON-SENSITIVE UNDEMANDING Generous DEMANDING Demanding
![Thrifty Immobile/Price Sensitive/ Undemanding 6 SEGMENT SIZE: Representation of 23% (stable) SOCIO-DEMOGRAPHY The oldest Thrifty Immobile/Price Sensitive/ Undemanding 6 SEGMENT SIZE: Representation of 23% (stable) SOCIO-DEMOGRAPHY The oldest](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-6.jpg)
Thrifty Immobile/Price Sensitive/ Undemanding 6 SEGMENT SIZE: Representation of 23% (stable) SOCIO-DEMOGRAPHY The oldest segment: Av. age: 48 y. o. Most likely to be found in rural area and small towns (up to 20000 inhabitants) Average HH Monthly Income: 248 euro PREFERRED FORMATS AND CHAINS o Traditional trade formats (minimarkets in the neighborhood) o Shopping in stores close to place of residence o Strong orientation on price MAIN MOTIVATORS o Near location of a store and low prices are the priority o. Pleasant and willing to help personnel o. Cleanness of shop
![Undemanding Conservative Immobile/Price Non-Sensitive/ Undemanding 7 SEGMENT SIZE: Representation of 36% (7. 0 decrease) Undemanding Conservative Immobile/Price Non-Sensitive/ Undemanding 7 SEGMENT SIZE: Representation of 36% (7. 0 decrease)](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-7.jpg)
Undemanding Conservative Immobile/Price Non-Sensitive/ Undemanding 7 SEGMENT SIZE: Representation of 36% (7. 0 decrease) SOCIO-DEMOGRAPHY Av. age: 47 y. o. Most likely to be found in rural area and small towns (up to 20000 inhabitants) Average HH Monthly Income: 198 euro PREFERRED FORMATS AND CHAINS o Shops in the neighborhood Conservative shopping habits (trust in well-tried products and well-tried shops ) MAIN MOTIVATORS o. Near location of a store is the priority; prices (including special offers) and also assortment is of lower importance o. Tradition: well-tried shops
![MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 8 IMMOBILE PRICE SENSITIVE MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 8 IMMOBILE PRICE SENSITIVE](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-8.jpg)
MOBILITY, PRICE SENSITIVITY AND DEMANDINGNESS are the most differentiating factors. 8 IMMOBILE PRICE SENSITIVE UNDEMANDING Thrifty DEMANDING Communicative housekeeper 23% PRICE NON-SENSITIVE UNDEMANDING Undemanding conservative 36% PRICE NON-SENSITIVE DEMANDING Comfortable opportunist UNDEMANDING Generous DEMANDING Demanding
![Mobile Pragmatic Mobile/Price Sensitive/ Undemanding 9 SEGMENT SIZE: Representation of 12% (6. 0 increase) Mobile Pragmatic Mobile/Price Sensitive/ Undemanding 9 SEGMENT SIZE: Representation of 12% (6. 0 increase)](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-9.jpg)
Mobile Pragmatic Mobile/Price Sensitive/ Undemanding 9 SEGMENT SIZE: Representation of 12% (6. 0 increase) SOCIO-DEMOGRAPHY Av. age: 42 y. o. Most likely to be found in urban area between 200000 to 500000 inhabitants Average HH Monthly Income: 348 euro PREFERRED FORMATS AND CHAINS o Discount oriented hypermarket (Kaufland), Cash&Carry o Buy private labels of selected product categories o Shopping according to the leaflets MAIN MOTIVATORS o. Assortment range and good prices are of high priority o Car park capacity o Loyalty points
![Economist Mobile/Price Sensitive/ Demanding SEGMENT SIZE: Representation of 7% (2. 0 increase) SOCIO-DEMOGRAPHY The Economist Mobile/Price Sensitive/ Demanding SEGMENT SIZE: Representation of 7% (2. 0 increase) SOCIO-DEMOGRAPHY The](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-10.jpg)
Economist Mobile/Price Sensitive/ Demanding SEGMENT SIZE: Representation of 7% (2. 0 increase) SOCIO-DEMOGRAPHY The youngest segment: Av. age: 38 y. o. Most likely to be found in urban area with above 100000 inhabitants Average HH Monthly Income: 340 euro PREFERRED FORMATS AND CHAINS Supermarkets and Hypermarkets chains Most preferred: Metro, Billa & Kaufland Buy private labels of selected product categories MAIN MOTIVATORS Loyalty schemes Price promotions Card Payment Capacity of parking lot Additional services offered 10
![15 Growing number of Mobile Shoppers 15 Growing number of Mobile Shoppers](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-11.jpg)
15 Growing number of Mobile Shoppers
![Growing Physical Mobility Private Car Penetration CEE cars per 1000 inhabitants Source: VDA, International Growing Physical Mobility Private Car Penetration CEE cars per 1000 inhabitants Source: VDA, International](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-12.jpg)
Growing Physical Mobility Private Car Penetration CEE cars per 1000 inhabitants Source: VDA, International Auto Statistics, Edition 2007, Gos. Kom. Stat 16
![Growing Physical Mobility The Bulgarian Car Market Number of sold new cars 2004 -2007 Growing Physical Mobility The Bulgarian Car Market Number of sold new cars 2004 -2007](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-13.jpg)
Growing Physical Mobility The Bulgarian Car Market Number of sold new cars 2004 -2007 • In the first 5 months of 2008 25 002 new cars were sold. This is an increase of 24% compared to the same period in 2007. Source: VDA, International Auto Statistics, Edition 2007, Gos. Kom. Stat 17
![Growing Physical Mobility The Bulgarian Car Market Used cars • 349 thousand used cars Growing Physical Mobility The Bulgarian Car Market Used cars • 349 thousand used cars](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-14.jpg)
Growing Physical Mobility The Bulgarian Car Market Used cars • 349 thousand used cars were registered in Bulgaria in 2007. • On average almost 1000 used cars were bought every day in 2007. • There is an 200% increase in the sales of used cars compared to 2006. • 80% of the cars were imported by private persons. • More than a half of the registered used cars or approximately 200 000 were registered in Sofia. Source: newspaper “ 24 chasa”, 15. 01. 2008, http: //www. avabulgaria. com/index. php? page=7&open_events=78&offset=20 18
![Growing Physical Mobility Who are the car drivers? • 44. 5% of the Bulgarian Growing Physical Mobility Who are the car drivers? • 44. 5% of the Bulgarian](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-15.jpg)
Growing Physical Mobility Who are the car drivers? • 44. 5% of the Bulgarian population have a driving license. • 79% of the car drivers are male and 21% are female. • 70 % of car drivers are aged 20 to 49 years old • 15% of the car drivers are situated in the capital Sofia, 37% in the regional centers, 29% in smaller towns and 19% in villages. • 39% of Bulgarian population who have a driving license drive a car every day Source: Gf. K Omnibus nation-wide representative survey (Bulgarian population 15+), March 2007 19
![20 Growing Importance of Price 20 Growing Importance of Price](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-16.jpg)
20 Growing Importance of Price
![Purchasing Power Index 2007 by Districts Administrative Territorial Divisions of the Republic of Bulgaria Purchasing Power Index 2007 by Districts Administrative Territorial Divisions of the Republic of Bulgaria](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-17.jpg)
Purchasing Power Index 2007 by Districts Administrative Territorial Divisions of the Republic of Bulgaria – 28 Districts Purchase Power of the Districts compared to the average level for the country (in %) 21
![Private labels: How Big Is Their Piece Of The Pie? Total FMCG Bulgaria PL Private labels: How Big Is Their Piece Of The Pie? Total FMCG Bulgaria PL](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-18.jpg)
Private labels: How Big Is Their Piece Of The Pie? Total FMCG Bulgaria PL Share Development Private Labels Shares by Baskets 2007 FY Source: Gf. K Consumer Tracking Based on Consumer Index; Period: 2007 22
![Private Labels: Piece Of The Pie Varies Across The Region 23 Slovakia Poland Russia Private Labels: Piece Of The Pie Varies Across The Region 23 Slovakia Poland Russia](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-19.jpg)
Private Labels: Piece Of The Pie Varies Across The Region 23 Slovakia Poland Russia Czech Republic Ukraine Hungary Bosnia & Herzegovina Serbia Bulgaria Source: Gf. K Consumer Tracking; Calculation based upon consumer basket including monitored product categories; Measure: value share (%); Period: 1 HY 2007
![24 Growing number of Demanding Shoppers 24 Growing number of Demanding Shoppers](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-20.jpg)
24 Growing number of Demanding Shoppers
![Growing importance of Additional Services 25 • Core target of credit cards: 20 -50 Growing importance of Additional Services 25 • Core target of credit cards: 20 -50](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-21.jpg)
Growing importance of Additional Services 25 • Core target of credit cards: 20 -50 aged, well-educated, full time employed, highly qualified, owners, high income level Source: FMDS 2002 -2008 Base: 1000; population 15 years and above; data in %
![Growing Virtual Mobility 26 Desk research Gf. K Austria, August 2008 Growing Virtual Mobility 26 Desk research Gf. K Austria, August 2008](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-22.jpg)
Growing Virtual Mobility 26 Desk research Gf. K Austria, August 2008
![Growing Virtual Mobility 27 Desk research Gf. K Austria, August 2008 Growing Virtual Mobility 27 Desk research Gf. K Austria, August 2008](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-23.jpg)
Growing Virtual Mobility 27 Desk research Gf. K Austria, August 2008
![Growing Virtual Mobility 28 What is the Level of Internet Penetration? Gf. K Bulgaria, Growing Virtual Mobility 28 What is the Level of Internet Penetration? Gf. K Bulgaria,](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-24.jpg)
Growing Virtual Mobility 28 What is the Level of Internet Penetration? Gf. K Bulgaria, 15+ aged, n=1000
![Who are the Internet Users? • No differences in terms of sex representation; 29 Who are the Internet Users? • No differences in terms of sex representation; 29](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-25.jpg)
Who are the Internet Users? • No differences in terms of sex representation; 29 Yet, On-line Universe in comparison to general population figures consists of predominantly: • 15 -49 years old or 56. 7% of total population; • People with secondary and University education or 73. 1% of total population • Urban Area or nearly 70% of total population • White colour employees, Freelancers, Administrative personnel, Managers, Owners and Students
![30 What we could expect in the Future 30 What we could expect in the Future](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-26.jpg)
30 What we could expect in the Future
![The future's already here it just isn't evenly distributed. William Gibson 31 Growing mobility The future's already here it just isn't evenly distributed. William Gibson 31 Growing mobility](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-27.jpg)
The future's already here it just isn't evenly distributed. William Gibson 31 Growing mobility Location analysis: no need to be in the city center Growing prise sensitivity Private labels and Discounters: a good future Growing demandigness ATMs and POS is a must to modern trade Car Lot Capacity Loyalty Programs Redefining Convinience On-line Catalogues? On-line Orders?
![Thank YOU. Thank YOU.](http://slidetodoc.com/presentation_image_h/d7514a9056cd3ee80edaf9d67a9c2a61/image-28.jpg)
Thank YOU.
- Slides: 28