Bulgarian Lifestyles 2009

Publication Date	October 2009
Publisher	Market Compass
Product Type	Report
Pages	226
ISBN Number	not applicable
Product Code	MOP00001

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Summary

In Market Compass: Bulgarian Lifestyles 2009 you will find the consumer map of Bulgaria which gives a clear view beyond the demographic characteristics of consumers. The report describes both consumers' behaviour and motivation. This enhances making more accurate forecasts of their future behaviour and consumption and refining product-specific segmentation.

The report begins with a macroeconomic preview of Bulgaria. It analyzes the dynamics of the local environment in which consumer lifestyles develop.

The report continues with the three main factors that form the segmentation of the Bulgarian consumers. As expected, social status is the most significant factor. The second factor is the attitude towards the world and new technologies. This factor determines to what extent people feel as part of the world and change their lifestyle accordingly or live conservatively. The third factor that probably gives the most interesting view of the people's lives is the attitude towards family values and heritage. At first sight, this factor presents the attitude towards family and traditions. Actually, in a society living through a 20-year period of transition, not only economic but mostly in terms of values, this factor explains the self-confidence people have.

On the basis of these three factors seven lifestyle groups were determined:

1) The Active - highest social status, interest in the world and new technologies, respect for family values and heritage. They are those 9% of the society who work actively for their success and achieve it.
2) The Content - higher social status, interest in the world and new technologies, respect for family values and heritage. They are similar to the Active in their lifestyle though the main difference is that they feel they have achieved a lot and they are satisfied with their status.
3) The Indifferent - higher social status, interest in the world and new technologies, lack of family values and heritage. The lack of self-confidence and pride of the Indifferent makes them apathetic and passive in their lifestyle - no clear goals and motivation for development.
4) The Passive - average social status, average interest in the world and new technologies, average respect for family values and heritage. They are people who prefer to follow, and yet, do not like to stay far behind. They try not to demonstrate extreme positions in thinking or behaviour.
5) The Rejective - lowest social status, lack of interest in the world and new technologies, lack of respect for family values and heritage. The lack of self-confidence and pride leads to a passive and conciliatory attitude towards the world.
6) The Positive - lower social status, interest in the world and new technologies, respect for family values and heritage. The greater openness of the Positive gives them a deeper and more exploring vision of life despite of the constrained budget.
7) The Confined - lower social status, lack of interest in the world and new technologies, respect for family values and heritage. They focus their lives on their home and family

Content

1. Goals of the report
- 1.1 Situation
- 1.2 Goals and tasks of the report
- 1.3 Organization of the report
2. Executive summary
3. Macroeconomic frame of Bulgaria
- 3.1 Basic macroeconomic indicators
- 3.2 Demography
  - Age structure
  - Age structure by place of residence
  - Forecast about the age structure in 2016
  - Marriages, divorces and marriages, divorces and birth rate
  - Household typology
  - Employment and income
  - A trend of an emerging middle class in Bulgarian society, but the process is still in an early stage
- 3.3 Inflation
4. Methodology and background of the generic segmentation
- 4.1 Factor analysis
  - Methodology
  - Statistical factor analysis, that defines three fundamental factors of consumers' way of thinking and behaviour
  - Influence of the factors
  - Analysis of the weight of the factors that define the consumer and life motivation of the Bulgarian population
- 4.2 Definition of the generic groups
  - Methodology
  - Cluster analysis that discovers the seven groups of consumers with homogeneous way of life
  - Social class differentiation
  - The first attempt to match the seven generic groups to the different steps of the socio-economic ladder
- 4.3 Location of the groups with respect to the factors, that define them
  - Coordinate system
- 4.4 Format of the research
5. Consumer Segmentation
- 5.1 Active
  - Values and attitudes
  - The challenges, brought on by the future and the unknown, is the fuel that energizes and motivates them
  - Demography
  - Their higher education and age give them an opportunity to have more choices for work, to reach higher positions on the social ladder and to develop their abilities
  - Home and household possessions
  - Personal finance
  - Household purchases
  - Food and beverages
  - Their menu is diversified because their higher income and open-mindedness remove the barrier of the risk of trying new products
  - Personal purchases
  - Personal care
  - Free time
  - Traveling and vacations
  - The new wave of spending holidays overseas is mainly driven by people of this cluster
  - Transport
  - Media consumption
  - Internet
  - Expenditures
- 5.2 Content
  - Values and attitudes
  - The strong devotion to their heritage gives them comfort and self-confidence, that they have found their place in society
  - Demography
  - Home and household possessions
  - Personal finance
  - Household purchases
  - They prefer appliances with maximum features
  - Food and beverages
  - Personal purchases
  - Personal care
  - Connected to passive activities like drinking lots of water, relaxing, keeping track of weight
  - Free time
  - Traveling and vacations
  - Transport
  - Personal car is the most popular vehicle
  - Media consumption
  - Traditional media - radio and daily press - play a significantly more important role
  - Internet
  - Expenditures
- 5.3 Indifferent
  - Values and attitudes
  - The lack of values and any sense of belonging whatsoever deprive them of history and identity in the world that they are headed for
  - Demography
  - This is the youngest cluster with average age of 34,2 years
  - Home and household possessions
  - Personal finance
  - Household purchases
  - Food and beverages
  - It doesn't matter if the products give them variety in eating, if they are healthy, rich and with less fat
  - Personal purchases
  - The most significant category is mobile phones
  - Personal care
  - Free time
  - The most popular activities are going out with friends or surfing on the computer
  - Traveling and vacations
  - Transport
  - Media consumption
  - The only cluster in which there are some people who say that they do not seek to inform themselves
  - Internet
  - Expenditures
- 5.4 Passive
  - Values and attitudes
  - People whose behaviour pattern is to follow - never falling behind but also never leading
  - Demography
  - Home and household possessions
  - Personal finance
  - Household purchases
  - Food and beverages
  - Personal purchases
  - They have a practical view towards clothing - they change it when it wears out
  - Personal care
  - Free time
  - Traveling and vacations
  - Transport
  - Media consumption
  - Internet
  - They feel uncertain about new things and this reflects on the way they use the Internet
  - Expenditures
- 5.5 Positive
  - Values and attitudes
  - People with contemporary attitudes but constrained resources
  - Demography
  - Home and household possessions
  - Lack of a home mortgage is characteristic of the cluster
  - Personal finance
  - 13% save and 14% were granted consumer loans
  - Household purchases
  - Food and beverages
  - Personal purchases
  - Personal care
  - The right way of eating and regular medical exams are the key to good outer appearance and health
  - Free time
  - Family is the center of their world and everything revolves around it
  - Traveling and vacations
  - Transport
  - The main vehicle that they use is the bus
  - Media consumption
  - Internet
  - Expenditures
  - No matter how little money remains after covering their necessary expenditures, they always save for gifts for their relatives
- 5.6 Confined
  - Values and attitudes
  - Locked from the world and turned exclusively to the family
  - Demography
  - They are the eldest group
  - Home and household possessions
  - Personal finance
  - Household purchases
  - Food and beverages
  - They are not interested in the nutritional value of the products
  - Personal purchases
  - Personal care
  - Free time
  - Traveling and vacations
  - Transport
  - Media consumption
  - Internet
  - Expenditures
- 5.7 Rejective
  - Values and attitudes
  - Offended by the world, they actively avenge it by not accepting anything from it
  - Demography
  - The highest share of unemployed people in active age
  - Home and household possessions
  - Personal finance
  - Household purchases
  - Food and beverages
  - Personal purchases
  - Personal care
  - Free time
  - Traveling and vacations
  - Transport
  - Media consumption
  - They inform themselves through TV and radio
  - Internet
  - Expenditures
  - They spend about half of their disposable income on cigarettes, alcohol and mobile phone services
6. Comparison between the segments
- 6.1 Behavior of the segments in the different spheres of life
  - Who are the people in a certain market, what's common between them and what's different?
- 6.2 Relative distribution of the budgets of different clusters
  - What part of the income of each group is spent on various products and services?
- 6.3 Distribution of purchases/consumption by segments
  - How does the size of a segment, together with its activity, reflect on the overall profile of the consumer in a certain market?
7. Appendix