bag of joy - mindshare world - bag of joy.pdf · commerce and industry and has released its first...

BAG OF JOY

A Continuous Study Conducted by Mindshare MENA

• In this study, we analyze consumer behavior during shopping festivals.

• The report sheds lights on the consumer’s journey when festivals take place. It then

taps into popularity of festivals that occur at different Arabic cities and the

respective visiting incidents.

• The way people engage with the events that accompany shopping festivals is also

highlighted.

• The findings herein should provide insights on planning future marketing activities.

Introduction

FESTIVALS

SYNOPSIS

KSA MARKET

Jeddah Ghair Festival

Jeddah Summer Festival or as it is globally known by name, Jeddah Ghair was initially

launched in 1998. It is usually organized from July 22nd to 17th August. It includes many

entertainment events like fireworks, gold and jewelry festival associated with raffle draws,

and concerts by famous Saudi stars, in addition to folk art, traditional dishes, exhibitions as

well as literary and scientific evenings. the city of Jeddah - “the Red Sea bride”.

1998

Source: Dubaishoppingfestival.com/Sauditourism.sa/Hoteliermiddleeast.com/Saudigazette.com

Riyadh Shopping and Entertainment Festival

Riyadh Shopping and Entertainment Festival is organized by the Riyadh Chamber of

Commerce and Industry and has released its first edition in 2004. The festival hosts more

than 250 recreation events in various commercial and recreational centers across the city.

The event involves, in addition to discounts on goods and products, attractive offers provided

by hotels for honeymooners and discounts in leading restaurants for the public. Moreover,

the productive families also participate extensively with their products.

2004


Hayya Jeddah

Hayya Jeddah Festival is the annual shopping celebration that attracts millions of shoppers to

Saudi Arabia’s second largest city. It is a month long festival meant to mirror Jeddah’s

position as a welcoming, accessible, family destination with an incredibly diverse range of

5,000 retail stores from famous malls with unbeatable bargains and promotions.

2012


Report Flow

Events Dynamics

Attendance DriversDecision making

Sourcing information

Events of interest

Discouraging factors

Festivals Funnel

Awareness Visiting occurrences Future visits

Festival Dynamics

Getting informed

Decision making to visit

Spending behavior

Categories shopped

Attraction points

Wish list

Three Clusters

Identified

Ind

ulg

ing

Crit

ics •Generally

interested in festivals, but the most critical of thetransparency ofoffers

•Witness slight change inshopping behavior duringfestivals

•More females thanmales

•Mostly married withchildren M

os

tly m

arr

ied

wit

hc

hil

dre

n Most passive about shopping festivals

Slightly interested in the events and only enjoy the atmosphere and vibes

Their spending and shopping behavior are not affected during festivals

Constitutes of slightly more females than males

Mostly married with children

Ba

rg

ain

ing

Fa

ns •Highly interested

in shopping festivals and the events

•Utilize festivals to benefit from bargains and good deals

•Witness slight change in spending behavior during festivals Majority males

•Posses the highest portion of single individuals vs. other clusters

1 2 3

FESTIVAL

DYNAMICS

KSA MARKET

Social media & TV

advertising are the

main sources of

information about

festivals

Bargaining fans’ attachment with festivals is further demonstrated by their keenness to keep up to

date with the festivals’ latest news by using multi- channels, on top of which is social media.

Lukewarms heavily rely on social media and TV advertising to stay updated though they

are mostly attracted to the vibe and atmosphere.

Indulging Critics tend to focus their information gathering regarding festivals on social

media advertising.

Total N = 400 (All respondentxs)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89

Figures with no legend are for totalsample

Over 2/3 decide

collectively on

which city to visit

because of the

shopping festival

happening in it

43%

17%

9%

20%

32%

19%

31%

11%

28%

My spouse and I Myself Other family

members

Spouse, kids,

friends

28% 28%

Indulging Critics Lukewarms Bargaining Fans

Who is the decision maker to travel to or visit a city because of the shopping festival happening in it?Total N = 324 (Respondents visiting/travelling to festivals in Arabic cities)| Indulging Critics = 190| Lukewarms =88| Bargaining Fans = 46

Figures with no legend are for total sample

More than a third take the decision by themselves, and very few leave the decision entirely up to their spouse.

Among married couples, males tend to either take the decision by themselves or ask for their friends’ opinions in case of going with them.

Females, on the other hand, consider the decision more of a joint discussion with the spouse and other family members.

Indulging Critics appear to mostly consult their spouse when deciding on visiting shopping festivals. This is mainly applicable to females

within this cluster. On the contrary, Lukewarms are inclined to take the opinions of other family members (especially single females within

this cluster). Married males within Bargaining Fans mostly decide by themselves but also take into account their spouse’s opinion.

35% 30% 20% 15%

Spending does not generally increase during festivals, yet available offers impact

shopping behavior

12%

46%

42%

Spending & Shopping Behavior Affected “I tend to postpone my big spendings for the shopping festival of the city I live in\plan to visit”

Only Shopping BehaviorAffected“I tend to look for some offers but would not say that my spending increases because of shopping festivals”

No Effect“My shopping behavior is not affected by shopping festivals”

Bargaining Fans are inclined to look out for great offers and deals.

This explains why their spending during festivals rises relatively more

compared to the other two clusters.

Indulging Critics’ general spending habits appear to be uninterrupted

during the shopping period. However, they tend to look for attractive

special offers/discounts.

Lukewarms do not experience any changes in either shopping

behavior nor spending.

63%

27%

10% 10%22%

68%

20%

37% 43%


How would you describe your engagement with shopping festivals - Spending during festivals? Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89 Figures with no legend are for total sample

9 out of 10 buy more clothes during festivals

91%Cloth

54%Perfumeries

50%Shoes

41%Bags

37%Watch

23%Accessories

19%Jewel

19%Beauty Care

16%Mobile Phones

11%Other tech products

Irrespective of the wide range of categories thatgo on sale during festival periods, clothes remainthe number one category that consumers shopfor more at this period as well. Generally, clothesare purchased more often and on a regularbasis, so during festivals, individuals seize theopportunity to bag special deals. Also, thiscategory is highly advertised and has attainedgreat exposure on social media platforms whichhas directly and indirectly increased therespective purchase trials.

Lukewarms tend to purchase categories whoseshopping increase the least during festivals, suchas beauty care products (mainly females) andelectronics (mainly males).

Indulging Critics purchase perfumeries the leastduring festivals compared to the other twogroups.

Figures with no legend are for totalsample

What categories do you shop for more during festivals?Total N = 232(Respondents whose spending/behavior is affected by festivals)| Indulging Critics = 146| Lukewarms = 35| BargainingFans = 51

Interest in festivals stems mainly from promotions & offers

P r o m o t i o n s & O f f e r s

A t m o s p h e r e & V i b e s

E v e n t s S o c i a l i z i n g C e l e b r i t y p r e s e n c e

82%92% 88%

43%54% 56%

27%41%

61%

20%38%

52%

24% 32% 39%

86% 49% 38% 32

%

30

%


What are the things you like most about shopping festivals in Arab cities?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89



No matter their involvement and attachment with festivals, cluster segments tend to name certain features they like during the festive period.This is mostly evident among Lukewarms who are the most passive about festivals, yet admire many of its accompanying features & activities such as promotions, the atmosphere and events, i.e merely spectators but no actual involvement.

Promotions and offers are what Indulging Critics like the most about festivals. Other features seem to attract them much less. As for Bargaining Fans, they appear to like everything that comes along with the festivals.

FESTIVAL FUNNEL

Dubai Shopping Festival is more popular than local festivals in KSA

65%

37%

61%

48%

22%

23%

12%

13%

83%

53%

15%

33%

Indulging Critics

Lukewarms

BargainingJeddah Ghair Festival

Dubai Shopping Festival 68%

43%

21%

17%

Other festivals in the region like Dubai

Shopping Surprises, Hayya Jeddah,

Dammam eastern summer festival..etc, did not get significant

attractionRiyadh Shopping and Entertainment Festival

Hala February

What shopping festivals that are organized in Arab countries are you aware of?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89



Events such as shopping festivals have enabled consumers to benefit from a rich experience combining between both retailand entertainment. These events seem to capture consumer’s attention and shape their shopping behavior. DubaiShopping Festival (DSF) appears to have the highest percentage of spontaneous mentions in comparison to other similarfestivals in KSA and the region.

Bargaining Fans are more aware of DSF, Jeddah Ghair and Hala February than the other two groups. Conversely, the lattertwo festivals are more familiar Riyadh Shopping Festival.

Dubai Shopping

Festival is the main

destination for

many KSA

residents

The jaw dropping deals and

promotions along with the wide

range of cultural/entertainment

activities keeps on attracting many

tourists from KSA to DSF. Around a

quarter have attended the new

edition of DSF.

Indulging Critics are more

inclined to visit DSF than

Bargaining Fans, though

the latter are the more

knowledgeable about DSF.

Indulging Critics are

composed of families more

than Bargaining Fans,

hence, are more likely to go

on family trips to attend

regional festivals.

Lukewarms seem to balance their

festival outings and almost equally

explore DFS, Jeddah Ghair and Hala

February.

21%

14%

31%

3%

9%

24% 11% 8%

10%

12%

10% 9%

LukewarmsIndulging Critics Bargaining Fans

What are the things you like most about shopping festivals in Arab cities?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89



72%

58%

Dubai Shopping Festival will continue to be the shopping hub for visitors

18%23%26%

4% 11% 5%

58%16%

6%9%

Expected destinations to festivals in Arabic cities

Over half are likely to visit the Dubai Shopping Festival, even if not for the first time. Kuwait’s HalaFebruary Festival is expected to enjoy a fair share of visitors as well. UAE and Kuwait, hence,anticipate a larger influx of tourists from KSA compared to other regional festivals.

Local events such as Jeddah Ghair appear to lure a much smaller audience.

All three clusters are more inclined to visit DSF than any other festival in the future, especiallyIndulging Critics and Lukewarms.

4%7%10%

5%

Which Arab cities you might travel to or visit in the future because of the shopping festivals happening in it? Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89


FESTIVALS EVENTS

DYNAMICS

Do you attend events organized by shopping festivals (N=400)? Why (N=136)? Why not (N=264)?

52%

51%

20%

16%

13%

Escaping from the daily routine

50%

44%

9%

7%

5%

No time\busy at work

Shopping festivals’ eventsdon’t

interest me

Marketing for events is weak - lack of

information

Attendance tickets are usually

expensive

Shopping festivals’ eventsdon’t

interest my spouse\family

Despite the variety and thrill accompanying the cultural & entertainmentevents organized by shopping festivals, people usually find difficulty inattending such events due to time constrains and busy schedules.

This mainly applies to Bargaining Fans of whom the majority isemployed.

Have

attended

Shopping events

1/3 attend events organizedby festivals,

either to escape boredom or to satisfy

family requests

These drivers are mostly applicable to Lukewarms

Bargaining Fans are more likely to attend festival events to

see their favourite celebrity performing more than the other two segments.

Never

attended

Shopping

events

66%

34%Base: Respondents not attending festival events (N=264)

Base: Respondents attending festival events (N=136)

Lack of time opposesthe other

2/3 fromattending festival

eventsMeeting the interests & requestsof my spouse\family

Influence & recommendations fromfriends\colleagues

Seeing a favorite celebrity participating in the event

Personal interests in certain events

Within families,

parents have the

final say on which

festival events t

Bargaining Fans are mostly composed of married males who like to take the decision, on which event to attend, by themselves. Others segments (Indulging Critics and Lukewarms), on the other hand, consist of more females and tend to consolidate their decision with their spouse.


My spouse and myself Myself Our children

79% 78%

69%

17%31%

5% 4%

My spouse

0% 0%0%17%

0%

Who usually decides on the festival events that are attended?Total N = 102 (Married respondents attending festival events ) | Indulging Critics = 66| Lukewarms = 23 | Bargaining Fans = 13

Social media & TVads are the main sources of information for festival

events also

The portion of those who like festival events and end up attending them is highest among Indulging Critics and much lower amongLukewarms and Bargaining Fans.

Event goers appear to approach festival events in a different manner to the way they deal with the overall festival. This is exemplified in how the information about events are being sought for by each cluster, which in turn varies depending on where they get general updatesabout festivals.

Social media

Advertising

TV Advertising

Comments & posts on

Social media

7 6 %

WOM 29%

Online Advertising 26%

Outdoor Advertising13%

78% 80%53%

72%47% 49%

28% 52% 53%

19% 28% 74%

25%26%27%

11%12%

46%

54%

19%


Where do you look for information about events organized by shopping festivals?Total N = 136 (Respondents attending festival events) | Indulging Critics = 85 | Lukewarms = 32 | Bargaining Fans = 19

Family

entertainment

programs attract

the largest

audienceFamily entertainment events mainly appeal to married couples with children likeLukewarms.

Bargaining Fans tend to not skip any event. They are present in almost all.

* (small base, use withcaution)

Music concerts

Family entertainment

Cinema events

Theatre shows


Environmental events

60%

36%

22%

17%

21%

12% 9%

53%

20% 13%42%

33% 31%58%

8%22%

84%

54%78%

53%

Whatare the shoppingevents thatusually interestyou?Total N = 136 (Respondents attending festival events) | Indulging Critics = 85 | Lukewarms = 32 | Bargaining Fans = 19

KeyTakeouts

Deciding on which city to

travel/visit because of

the shopping festivals

happening in it is a

collective process

majority of the times.

Sole decision makers

mainly constitute of

males whereas

females lean towards

a shared agreement

with the spouse or

other family members.

The vast majority rely on

Social media & TV

advertising to get

information about

festivals and their

accompanying events.

The search for

information on

festivals/events reflects

general searching

habits.

Consumers are

inclined to spend more

on clothes.

Promotions and offers

are the main attractions.

Dubai Shopping

Festival appears to

generate the largest

number of visitors

compared to other

festivals. It promises to

possess the same

momentum in the

future.

Events organized by

festivals attract around a

third.

Event goers attend with

the main intention of

breaking their daily

routine. They mostly opt

for family entertainment.

Those who usually do

not attend events are

restrained by their busy

schedules.

Where? How? Who?

Riyadh 40%

Jeddah 40%

Dammam 20%

Quantitative

Via

structured

questionna

ire

CATI

Interview length 15

to 20 minutes

Residents of KSA

Aged from 20 to 60

Males and females

Research

Methodology

(KSA, n=400)

bag of joy - mindshare world - bag of joy.pdf · commerce and industry and has released its first...

Documents