lifestyle report (1)

July 2014

LIFESTYLE REPORT 1ST part

February 2014 F i n d y o u r w a y to s u c c e s s

Lifestyle

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Lifestyle

About The Research

2014

February

March

The main research objective is to learn the lifestyle of Baku inhabitants

The inhabitants that are more than 20 years old

Traditional telephone interview technique (PATI) of Quantitative Research Method

Sample size: 803

F i n d y o u r w a y to s u c c e s s February 2014

Lifestyle

Single Married Widow/widower

20,7

76,8

2,5

Marital status (%)

4

Demographic Information (%)

Education (%)

39,6

22,4

38,0

Secondary school Secondary special/college

High education

Female; 48,4

Male; 51,6

14,4 12,8 14,1

14,3 15,9

13,9

8,5

6,0

20-24 25-29 30-34 35-39 40-44 45-49 50-54 55+

Age (%) Gender (%) Mean:

37,5

Yes;

51,9

%

No;

48,1

%

Do you work?

Summary: The rest of the respondents have secondary school education (39,6%) and high education (38%). According to the survey results 76,8% of them are married. The average age is 37,5 and due to the special quota the gender distribution is equal (male 51,6%, female 48,4%). Compared to the previous research (December, 2011) the rate of the employment is still the same. In other words, in December 2011 52,3% of Baku population was employed while in present 51,9% have a job.

RESERCH RESULTS

November 2012 F i n d y o u r w a y to s u c c e s s


Lifestyle

70,1%

27,5%

1,4% 0,9% 0,1%

Base: 803

6

Summary: According to the research results television is the main source of information (70,1%). While the majority of West and North Europe

population (50%<) uses daily newspapers as the source of information in Azerbaijan the number of newspapers readers is small. The cultural

factor is the main influencer. 27,5% mentioned that Internet for them is the main source. Compared to other media Internet is more interactive

and fast. Therefore, online television is developing, especially in developed counties.

Which media do you prefer?



Lifestyle

7

Satellite dish Cabel television Ordinary antenna By card

43,2%

37,2%

30,1%

0,5%

Which TV transmitter connection do you use?

Summary: Satellite dish is mainly used by the population (43,2%). It is also should be taken into account that the part of the respondents that uses ordinary antenna also has satellite dish and it means that local channels do not meet TV viewers demand sufficiently. The number of the cabel television users (37,2%) are more than the ordinary antenna users (30,1%). Although 37,2% of the capital population has cabel television it impossible to install it in the region. Moreover, Azerbaijan changed analogue television to digital and this is another reason for poor development of the cabel television. If four years ago 75 households out of 100 were able to watch forign channels, now this number is 81.

Base: 803



Lifestyle

Foreign channels

Do not watch TV

30,6%

21,4%

17,8%

13,3%

2,9% 2,6% 2,5% 1,6% 1,5% 0,1%

5,6%

Base: 803

8

Summary: Generally, the previous research conducted by Business Insight show that both in the capital and the regions ATV, ANS and Khazar TV are mainly watched channels. According to the current research ATV is the most watched channel (30,6%). ANS takes the second place (17,8%). Khazar TV takes the third place (17,8%) mainly because of its reliable news program. According to the research analyses for Azerbaijani TV audience the most important criterion for selection a channel is news and other programs broadcasted by the channel. There is probability that compared to foreign channels local channels broadcast lower quality programs. 5,6% of the respondents never watch TV (mainly youth). Technology lets people to use new media for information exchange. Nowadays it is many times faster to send a message to the big audience via Youtube rather than TV. There is also probability that this group (5,6%) uses online television. 64,4% of those who do not watch TV are people younger than 35 years old.

Which television channel do you mainly watch?



Lifestyle

9

Other

Rashid Behbudov

Arif Babayev

Teymur Amrah

Malakxanim Eyyubova

Elnara Abdullayeva

Mansum Ibrahimov

Nadir Qafarzade

Agadadash Agayev

Khumar Gadimova

Konul Khasiyeva

Manaf Agayev

Flora Karimova

Mahabbat Kazimov

Matanat Isgandarli

Aygun Kazimova

Konul Karimova

Alim Gasimov

Zeynab Khanlarova

Baloglan Ashrafov

Roya

There is no a favorite singer

29,4

0,7

0,7

0,9

1,0

1,0

1,0

1,1

1,1

1,4

1,4

1,5

1,7

1,7

1,9

2,1

2,2

2,6

3,0

3,1

14,8

25,5

Summary: Due to the fact that the survey was conducted in the beginning of February 2014 21,2% of the respondents mentioned “Umid Var” as the favorite broadcast. Nowadays this broadcast is closed. The results show that 1/5 of Baku population does not like any singer. However, the most favorite singer is Roya (14,8%).

Base: 803

Which TV programs do mainly watche and like? Who is the most favorite singer for

you?

Base: 803

There is no difference for me

Others

Intellectual proqrams

Programs for women

Talk show

Documentary programs

Sport programs

Contest programs

Morning programs

"Seni Axtariram"

Soap movies

Adam ichinde

Music/entertainment programs

"Umid var"

Information programs/News

4,7%

6,5%

2,6%

2,6%

2,8%

3,0%

5,1%

6,3%

9,4%

10,9%

11,2%

12,0%

15,7%

21,2%

45,3%

F i n d y o u r w a y to s u c c e s s February 2014

Lifestyle

10

Baku population still uses mobile phones under Nokia brand (46,6%)

Which mobile phone or telephones do you use?

Which mobile network operator services do you use?

Do not have

FLY

Bakcell smartfon

Alcatel

Vertu

Panasonic

Huawei

LG

HTC

Sony

Blackberry

iPhone

Samsung

Nokia

4,9%

0,1%

0,1%

0,1%

0,1%

0,2%

0,4%

0,5%

1,1%

2,0%

2,5%

6,8%

38,1%

46,6%

4,7%

0,4%

0,5%

1,7%

2,5%

1,3%

18,0%

73,3%

2011 December

2014 February

Base: 803

Summary: According to the research results Nokia is mainy used mobile phone in Baku (46,6%). Nokia was a market leader not even in Azerbaijan but also in the whole world. In 2011 73,3% of Baku population used Nokia mobile phones. However, recently the situation has been changed. Now two market players that fiercely competing each other Samsung (18%→38,1%) and Apple (iPhone) (1,3%→6,8%) increasingly obtained more market share.

In the beginning of 2014 it was announced that Azercell was a market leader. The current research prooves this information (52,6%). The significant increase has been observed in Azerfon (14,9%→18,6%). However, general results show that there is decrease in using mobile network operators. There is

probabillity that the possibility of switching from one operator to another without changing a number influences on this tendency. Moreover, according to the results the highest service quality is provided by Azercell (41,1%). However, the best price is charged by Bakcell (44,2%) and this leads to attracting large number of subsribers.

Azercell Bakcell Azerfon None of them

52,6% 50,9%

18,6%

4,9%

66,7% 62,7%

14,9%

2014 February

2011 December

Which mobile network operator offers better service quality and good price?

Azercell Bakcell Azerfon None of them

Do not know

41,1% 35,6%

11,1% 4,0%

8,2%

29,4%

44,2%

17,3%

2,4% 7,1%

Service Quality

Good price



Lifestyle

Region; 67,6%

Country house; 11,6%

Foreign country

; 22,0%

Yes; 49,2

No; 50,8

Were you on vacation

during one year?

Base: 803

11

Do not answer

Other

Fuzuli

Zagatala

Djalilabad

Astara

Goygol

Gadabay

Agstafa

Goychay

Shaki

Oguz

Yardimli

Qazakh

Tovuz

Naxchvan

Masalli

Shamakhi

Ganja

Lankaran

Qakh

Qusar

Khachmaz

Ismayilli

Qabala

Quba

0,4%

9,4%

1,1%

1,1%

1,1% 1,1%

1,1%

1,1%

1,5%

1,5%

1,5%

1,5%

1,5%

1,9% 1,9%

2,2%

3,0% 3,4%

3,7%

4,9%

5,6%

6,0%

6,7%

7,5% 13,9%

16,9%

Summary: From regions Baku population selects regions those are close and have appropriate conditions for rest. So, Quba (16,9%), Qabala (13,9%) and Ismayilli (7,5%) are the most preferable regions. It can be assume that the preference rate of the leading regions could have been higher than current results because the significant part of Baku population comes from regions and they selected their homelands for the rest. The spiritually close to us Turkey is a foreign country that was selected as the most visited place for tourism by Baku population (44,8%). The second place was taken by our neighbour Georgia (21,8%). Russia is in the third place (12,6%). It is possible to conclude that criteria for the selection a foreign country for Baku population are territorial closeness, easy documentation process (i.e. visa free regime), cheap tourism services and absence of language barrier.

Australia

Slovenia

Iran

America

Spain

Morocco

Malaysia

Germany

France

UAE (Dubai)

Ukraine

Italy

Russia

Georgia

Turkey

1,1%

1,1%

1,1%

1,1%

1,1%

1,1%

1,1%

2,3%

3,4%

4,6%

4,6%

4,6%

12,6%

21,8%

44,8%

Half of Baku population (49,2%) was on vacation at some time during one year and the most of them (67,6%) selected Azerbaijani regions

Base: 395

Base: 267 Base: 87



Lifestyle

12

There is no difference

Other

Metropark S/C

Park Bulvar S/C

Lotos S/C

Sahil S/C

Diglas S/C

Bakixanov S/C

28 Mall S/C

Buy from abroad

Lachın S/C

Xalqlar dostlugu S/C

8 km bazaar

In ordinary shops

Undergroung passages

Sadarak & Bina S/C

24,3%

2,0%

0,5%

0,5%

0,7%

1,0%

1,2%

2,2%

3,1%

3,1%

3,4%

3,4%

4,4%

8,3%

8,8%

37,4%

Not A Special Shop

Summary: According to the results 26,8% of the respondents are loyal to a certain shop. This is a good opportunity for developing of branded shops, i.e. there are favorable conditions for gaining loyal customers. Therefore, there is a need of detailed learning of profile, lifestyle and generally demands of this customer group (73,2%). The significant part (31,2%) of people that does shopping in branded shops select Romantic retail chain. Recently entered to the market but well-known brand Zara obtain many customers in a short period of time (9,8%). Those who do not shop in special retailers prefer Sadarak and Bina shopping centers (37,4%). However, 24,3% mentioned that there is no difference for them where to buy cloth.

Is there special shop where you buy cloth for you?

Base: 803

Base: 588

Other

Club Donna

Waggon

New Yorker

Turkan

United Colors of Benetton

Ustop

Gentleman

LTB

Bershka

Rodi Mood

Kigili

Lady Sharm

Mustafa Tayat

Chinici

X-lady

COLİN'S

Koton

Mango

Zara

Romantic

19,5%

1,4% 1,4%

1,4%

1,9% 1,9%

1,9%

1,9%

1,9%

2,3%

2,8%

3,3%

3,7%

4,2%

4,2%

5,1%

6,0% 8,8%

9,3%

9,8%

31,2%

A Special Shop

Yes No

26,8

73,2

Base: 215



Lifestyle

13

I do not have friends/do not answer

Beauty

Entertainment/about rest

Cultural topics

Acquaintances/social media

Trade/developing business

Psychology

Clothes (e.g. daily cloth)

Health

Love

Cars

Purchasing house

Sport (e.g. football)

Religion

Education/Schientific topics

Political issues

Social-economic issues and problems

Job and career

Family problems

10,0%

1,1%

1,5%

1,5%

1,7%

1,7%

1,7%

2,0%

2,0%

2,1%

2,7%

2,8%

4,1%

4,6%

5,1%

5,7%

15,7%

16,6%

40,0%

Summary: 40% of the respondents

mentioned that mainly they talk about family

problems with their friends and close people.

So, it is possible to conclude that cultural

factors is a main influences on these results.

A family plays a very important role in every

Azerbaijani’s life and therefore, in order to

improve a family situation (e.g. materially)

he/she thinks and strives on continuous basis.

This tendency leads to permanent discussions

about family problems with friends.

When you spend time with friends which topics do you usually talk about?

Base: 803



Lifestyle

14

Do not answer

NBC

Atra Bank

Xalq Bank

Express Bank

BTB Bank

IBAR

Ata Bank

Rabita Bank

Mugan Bank

TuranBank

VTB Bank

Amrah Bank

Nikoil Bank

Parabank

Bank Respublika

Bank Standard

Yapıkredibank

Demirbank

Kapital Bank

AccessBank

Unibank

Bank of Baku

14,2%

0,2%

0,2%

0,2%

0,2% 0,4%

0,7%

0,7%

0,7%

0,7%

0,9%

0,9%

0,9%

1,1% 1,3%

1,3%

1,6% 2,4%

2,7%

2,7%

11,3%

27,6%

46,7%

Summary: 56% of the respondents claim that he/she or his/her family member has taken loan. The most demandable loan type is personal

(consumer) loan products (37,8%) and recently become well-known installment cards (30,7%). Almost half of those who have taken loan are

present or former customers of Bank of Baku. This is cause of old retail traditions of the bank. However, now Unibank (27,6%) has gained a

significant number of customers by applying aggressive strategies (e.g. aggressive marketing communication strategies).

Base: 803 Base: 450 No answer

To purchase gold

For travelling

Obtaining Credit card (Gumush, Uzvluk card)

Mortgage loan/to buy house

To return debts

For treatment purposes (medicine)

Wedding, military services, mourning ceremony

Education loan

Business loan

Automobile loan

For house repairs

Installment card

Personal (consumer) loan (e.g. home appliances)

3,3%

0,2%

0,7%

0,9%

2,4%

2,0%

2,0%

3,1%

3,6%

7,3%

10,0%

20,7%

30,7%

37,8%

Yes No, there is no need

56,0

44,0

Base: 450

For which purpose(s) did you take loan? From which bank(s) did you obtain loan?

Have you or your family member ever obtained loan from any bank for any

purpose?



Lifestyle

Totally healthy Neutral (presence of a few problems)

I have serious problems with

health

19,7

69,6

10,7

15 Usually from which diseases are you

suffering?

1/5 part of Baku population feels totally healthy

Do not answer

Other

Lor (throat and nose pain and pharyngitis and etc.)

Urology (kidneys)

Dental (tooth ache)

Gynecological (e.g. infertility)

Hepatology (liver)

Allergy (e.g. asthma)

Hypertension (e.g. pressure)

Endocrinology (e.g. diabetes)

Gastroenterology (e.g. gastrointestinal disease)

Traumatology

Heart pain

Nervous

Headache

Cold/flu

2,2%

4,8%

1,2%

1,6%

1,6%

1,7%

2,3%

2,6%

4,0%

5,4%

5,6%

8,1%

9,8%

16,6%

19,5%

23,7%

Summary: According to the research results Baku

1/5 part of the respondents feels totally healthy.

Majority (69,6%) feel neither good nor bad. 10,7%

claim that they have serious problems with health.

According to the respondents most of them suffer

from cold/flu (23,7%), headache (19,5%) and

nerves (16,6%).

Base: 803

Base: 645

How do you evaluate your health?



Lifestyle

16

Most of the respondents contact with state medical institutions if it is needed

Summary: Based on the research results the respondents mainly use state medical

institutions (41,8%). Almost 3 patients out of 10 prefer private medical institutions.

Moreover, it is possible to conclude that the capital population relies on doctors.

One person out of 2 respondents has evaluated the doctors by high rates. In other

words, 49% of the respondents are satified with the doctors.

Moreover, research reveals that Baku population considers doctors of state medical

institutions reliable. While doctors of private medical institutions were rated by 3,31

doctors of state medical institutions got 3,55.

Governmental; 41,8

Private; 27,8

Both of them; 26,0

No

answer;

4,4

Are you mainly treated state or private medical institutions?

Base: 803

Base: 803

Please rate the qualifications of doctors by 5 point scale.

Very bad; 9,7

Bad; 8,6

Neutral; 32,6

Good; 24,0

Very good;

25,0

Mean:

3,46



Lifestyle

17 Which the biggest problem can be solved by

collecting money?

The main purpose for collecting money is to purchase house (38,5%)

Cannot answer/do not have problems

Other

Donation

To purchase food/cloth

To return debts/loan debts

To pay tuition fee

To repair house

For future of a child (e.g. education)

To solve problems regarding health

To purchase home equipments/home appliance

To develop business

To travel

To purchase an automobile

To purchase a house

4,4

1,4

0,7

1,8

1,9

2,5

3,6

3,9

5,5

6,0

6,4

9,2

14,2

38,5 Summary: The respondents were asked to

indicate the biggest problem that can be

solved by the collecting money.

It was found that the biggest problem is to

purchase a house (38,5%). This tendency has

a positive affect on developing mortgage loan

products.

14,2% of the respondents mentioned that

purchasing an automobile is the biggest

problem. Generally, for an Azerbaijani citizen a

car is a status indicator. Therefore, to have this

attribute means achievement.

With openning borders and continuous rising

income the tendency of traveling increases

(9,2%).

Base: 803



Lifestyle

18

Everything's OK/do not know

Other

High service quality of personnel

In open air/nearby swimming pool

High quality food

Religious celebration

Modern wedding

To give advantage to traditions

Ordinary menu/without wastefulness

Simple wedding

Merry/celebration with a special program

Quiet/Without fight/Without children

14,4%

0,7%

1,7%

2,0%

6,8%

7,6%

8,7%

16,4%

17,1%

17,1%

19,8%

22,5%

Summary: It is possible to observe that parents which are inherent part of our culture have great infuence on our life. So, 42,7% of the respondents select a spouse on parents’ advice. Moreover, this group of people (42,7%) mainly consists of people whose age are more than 35. The second and the third most important criteria are respecticely love (39,1%) and good character (39,1%). The research reveals interesting answers from the question of “How would you like a wedding to be celebrated?”. 22,5% prefer quiet weddings. This leads to formulation a new segment (pursuing a quiet wedding) for this market. 17,1% are not satisfied with food in weddings.

42,7% of the respondents will select a spouse on the advice of parents

Base: 803

Cannot answer

To focus on moral values

Financial interest

Appearance

Intelligent

Loyal/reliable

Sharia / Religion

Education

Good character

Love

Parents' advice

0,7%

1,2%

1,6%

1,9%

3,0%

4,4%

5,7%

8,2%

14,0%

39,1%

42,7%

Which criteria do you (or did you) prefer to take into account when selecting a spouse?

How would you like a wedding to be celebrated? How will you differentiate a good wedding with

others?

“Lifestyle” research was conducted by Business Insight 4 times. Tel.: (+994 12) 430 30 42 / 430 00 70 / 511 24 58 Fax: (+994 12) 430 17 77 E-mail: [email protected]

lifestyle report (1)

Lifestyle

f i n d y o u r w

previous research

research results television

lifestyle report

social research practice

main research objective

lifestyle of baku inhabitants

secondary school education