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Bulgarian Lifestyles 2009
MMD Partners, May 2009, Pages: 226
In Market Compass: Bulgarian Lifestyles 2009 you will find a consumer map of Bulgaria which gives a clear view beyond demographics. By describing both consumers’ behaviour and motivation, this report provides knowledge that will improve the accuracy of marketing forecasts and will refine product-specific segmentation.
The analysis begins with a macroeconomic preview of Bulgaria. It outlines the dynamics of the local environment in which consumer lifestyles develop.
The report continues with the three main factors that drive the segmentation of Bulgarian consumers. As expected, social status is the most significant factor. The second factor is the attitude towards the world and new technologies. It determines to what extent people feel they are a part of the world and alter their lifestyle accordingly or whether they choose to be more conservative. The third factor that probably gives the most interesting view of the people’s lives is the attitude towards family values and heritage. We discovered that this factor is a good proxy for consumer self-confidence which is also an important driver of market behavior.
On the basis of these three factors seven lifestyle groups were determined:
- The Active - highest social status, interest in the world and new technologies, respect for family values and heritage. They are the 9% of the society who work actively for their success and achieve it.
- 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.
- 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.
- 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.
- 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 contempt towards the world and to denial of the new, the old and the current.
- 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.
- 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.
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