StrategicGears-斋月期间沙特阿拉伯的消费者行为：与2022年剩余时间相比有何不同？（英）-2023-37页-WN6.pdf

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1、2About the Strategic Gears Saudi Arabia Ramadan Consumer Behaviour ReportScopeMethodologyKey Insights Summary-What Behaviours are like during RamadanIntroduction General Behaviours during RamadanConsumer Spending Behaviours during RamadanMedia Consumption Behaviours during RamadanConclusionAppendixS

2、G Market Research Case Studies 3345671322293030Content3About the Strategic Gears Saudi Arabia Ramadan Consumer Behaviour ReportScopeThe Strategic Gears Annual Saudi Arabia 2023 Ramadan Consumer Behaviour publication presents insights on how consumers in Saudi Arabia behave during Ramadan,versus the

3、rest of the year,and compares behaviours in Ramadan 2023 versus 2022.The report concludes with our expert recommendations for how businesses and marketers may engage consumers during Ramadan season.The areas explored in our report are:General Behaviours During RamadanConsumer Spending Behaviours Dur

4、ing RamadanMedia Consumption Behaviours During RamadanGeneral behaviours during Ramadan versus the rest of the year and versus 2022;particularly behaviours related to:Time spent with family/friends.Travel behaviours.Sleeping behaviours.Charity work.Consumer spending behaviours during Ramadan versus

5、the rest of the year and versus 2022;particularly behaviours related to:Online and in-person shopping behaviours.Products purchased.Times when purchasing happen.Factors influencing purchases.Eating out and ordering food.Income shares allocated to spending activities.Media consumption behaviours duri

6、ng Ramadan versus the rest of the year;particularly behaviours related to:TV consumption behaviours.Video-on-demand(VOD)consumption behaviours.Social media consumption.Other media.4About the Strategic Gears Saudi Arabia Ramadan Consumer Behaviour ReportMethodologyThis Ramadan study conducted this ye

7、ar is one that Strategic Gears plans to conduct annually going forward to monitor any changes in behaviour patterns in Saudi Arabia over the upcoming years.*redo new versionThe findings of this report are the result of both a quantitative survey and secondary research conducted by Strategic Gears in

8、-house experts of macroeconomic and marketing research personnel to provide a deeper understanding and insight into Ramadan behaviours in the Kingdom.Details of the quantitative approach and profile of respondents are below:Research DesignSample ApproachTarget AudienceQuotaLength Of Interview20-59 5

9、0%70%50%30%years oldAgeQuantitative research Random sampling 10-15 minutes40%Jeddah 40%Riyadh20%DammamResearch MethodologyCATISaudisArab ExpatsPeople who are intending to fast Ramadan 2023 Decision-makers when it comes to household expenses 5Key Insights Summary What Behaviours are Like during Ramad

10、anGeneral Behaviours During RamadanConsumer Spending Behaviours During RamadanMedia Consumption Behaviours During RamadanAside from praying&reading the Quran and sleeping,the top 3 things respondents tend to do during Ramadan are spending time with family&friends,preparing food and visiting the mall

11、.Time spent with family&friends usually takes place during Iftar.Most respondents said they also get the same amount of sleep during Ramadan and year-round (7.1 hours on average).Clothing is the most common product purchased online while groceries are the most commonly bought in per-son by responden

12、ts during Ramadan.By gender,the product categories purchased the most,both online and in person,among respondents are similar but the order of preference differs slightly between males and females.These products include groceries,clothing,health&beauty products,kitchen-ware and home furniture.During

13、 Ramadan,people mostly watch TV(more than other months of the year),use social media,surf the internet,and watch videos on-demand.Of those watching tv,there is a preference for Arabic series,particularly Egyptian.In terms of VOD platforms,Shahid is the most popular followed by Netflix.The peak TV vi

14、ewing window is 6pm to 9pm while VOD viewing peaks from 9pm to midnight.Snapchat is the most popular social media platform used during Ramadan,followed by YouTube,Instagram,TikTok,Twitter and Facebook.Other media consumed during Ramadan include listening to the radio,browsing the internet,and listen

15、ing to music.The top factor for males when making a decision to buy a product during Ramadan is promotional offers while for females the priority is quality.The bulk of purchasing for Ramadan happens within the two weeks prior.This is in line with SAMAs weekly point-of-sale transaction data.Compared

16、 to other months in the year,respondents tend to prioritise participation in charity&religious competitions.Giving to charity is a fundamental aspect of Ramadan.Most donate money through EHSAN (national platform for charitable work)and to cases directly.6IntroductionOverviewFor the Muslim community

17、globally,Ramadan is one of the most important times of the year.It is a time for intro-spection,prayer,and fasting throughout the day.The Islamic calendar,which consists of 12 lunar months with a combined length of 354 or 355 days,determines when Ramadan officially begins each year.As a result,the f

18、asting month advances by up to 10 days on the Gregorian calendar every year.It runs from March 23 to April 21 this year.Dates may change,though,depending on the appearance of the new crescent moon,which heralds the beginning of the month of Shawwal,or after the 30th day of Ramadan.The holy month is

19、observed in Saudi Arabia through various customs and traditions as well as shortened official business hours for both the public and private sectors,adjusted store hours and extended hours for most restaurants and cafes(also making up for hours closed during the day).For consumers,Ramadan offers sig

20、nificant sales,discounts,promotions and other exclusive offers on a variety of goods and services both in traditional and online stores.Ramadan also presents opportunities for some businesses to grow their clientele and revenue.While Ramadan is generally a slow month for stock market trading in Saud

21、i Arabia(&around the MENA region),pre-Ramadan,during Ramadan,and post-Ramadan periods are characterized by some volatility in consumer spending in Saudi Arabia.Strategic Gears analysis of weekly point-of-sale transactions data from the Saudi Central Bank,SAMA,reveals that:Consumer spending peaks in

22、the month of Shabaan(the month before Ramadan).The first half of Ramadan is often when purchasing is lower.When the fasting season draws to a close and the Eid preparations begin,activity picks up again during the second half of Ramadan.Total weekly POS transaction values were higher in all three pe

23、riods in 2022 versus 2021(when certain COVID restrictions were still in place).Data available for 2023 so far covering the month of Shabaan and the first 2 weeks of Ramadan also point to even higher weekly POS transaction values(also higher than the same period of 2022 and 2021)as recovery from COVI

24、D continues strong momentum.Due to no restrictions in 2023,people appeared to be buying more as they prepared to socialise or host more during Ramadan.Weekly POS Transactions(SAR Billion)Source:SAMA(latest available data).*Shabaan is the 8th month of the Islamic calendar and represents the month bef

25、ore Ramadan;Shawwal is the 10th month of the Islamic calendar and represents the month after Ramadan.7General Behaviours during RamadanActivities that Respondents Spend Their Time on During RamadanGym/physical activity/sportsLooking for big discounts&competitive promotionsDonating to charity NGOsPla

26、y video games to fill the timeTravelingGoing to the mallPraying&reading the QuranParticipating in charity servicePreparing foodParticipating in religious competitionsRenovating/improving houseGathering with family/friendsOther than praying&reading the Quran and sleeping which 100%of respondents choo

27、se to do during Ramadan,respondents prefer to spend time with family and friends(73%),prepare food(55%)and visit the mall(48%),over other activities like playing video games(6%)and traveling(5%).These behaviours were common among both Saudis and expats.*The above activities relate to time spent doin

28、g them,while there remain 5 additional activities covered as part of this report which relate to consumer spending behaviours (page 13).These 5 remaining activities are“shopping in person”(44%),“shopping online”(18%),“entertainment”(18%),“eating out”(17%),and“ordering food/takeaway”(10%).33%23%12%11

29、%6%5%100%26%Sleeping100%73%55%48%40%8General Behaviours during RamadanTime Spent with Family&FriendsDuring RamadanTravelling Behaviours duringRamadanGather with family/friendsTravelTravelling domestically in KSA Travelling internationallyIftarAfter IftarSuhour73%5%74%19%18%8%88%Of the 73%group who g

30、enerally prefer to spend time with friends and family during Ramadan,74%prefer to gather during Iftar time.9Early midnight 12:00 AM 2:59 AMLate night9:00 PM-11:59 PMLate midnight 3:00 AM-5:59 AMEarly night6:00 PM-8:59 PMEarly morning 6:00AM-8:59 AMLate morning 9:00 AM-11:59 AMAfternoon3:00 PM-5:59 P

31、MEarly noon12:00 PM-2:59 PM16%10%30%4%42%18%4%14%Sleeping Behaviours during RamadanSleep100%15 Hrs7.1 Hrs4 HrsMaxAverageMinPeak TimesMost respondents said they get the same amount of sleep during Ramadan and the rest of the year.3:00 AM-5:59 AM42%General Behaviours during Ramadan6:00 AM-8:59 AM30%10

32、Charity Behaviours during RamadanRespondents choose to donate more to charity during Ramadan than the rest of the year,and more this year versus last Ramadan.Other than Zakkat Alfitr,when it comes to participating in charity donations,the most common types of charitable giving are“other monetary don

33、ations”,and of those who make“other monetary donations”,the bulk prefer to do so through platforms such as EHSAN or donating to cases directly.Donate to charity NGOs33%76%18%56%+24%56%1%26%30%54%39%48%65%59%43%Donate moreVolunteeringDonate moreDonate the sameTangible DonationsFeeding DonationsMoneta

34、ry DonationsDonate the sameduring Ramadan than the rest of the year.during Ramadan 2023 vs.2022.during Ramadan and the rest of the year.Ramadan VS.Rest of the YearForms of Charity DonationsRamadan 2023 VS.2022OtherMethodsOnline MethodsNGO Bank AccountsVisit NGO OutletsTo Cases DirectlyEhsan Platform

35、General Behaviours during Ramadan11General Behaviour Activities Prioritisedduring Ramadan Vs.the Rest of the YearGeneral Behaviours during RamadanSpend Less Time during Ramadan vs.Rest of Year10%0%20%30%40%50%60%70%80%90%100%Spend The Same Time during Ramadan&Rest of YearSpend More Time during Ramad

36、an vs.Rest of YearLooking for big discounts&competitive promotionsPlay video games to fill the timeGathering with family/friendsParticipating in religious competitionsParticipating in charity servicePraying&reading the QuranGoing to the mallSleepingPreparing foodRenovating/improving houseGym/physica

37、l activity/sportsDonating to charity NGOsTraveling12General Behaviour Activities Prioritisedduring Ramadan 2023 Vs.Ramadan 2022General Behaviours during RamadanLooking for big discounts&competitive promotionsPlay video games to fill the timeGathering with family/friendsParticipating in religious com

38、petitionsParticipating in charity servicePraying&reading the QuranGoing to the mallSleepingPreparing foodRenovating/improving houseGym/physical activity/sportsSpend Less Time during Ramadan 2023 vs.2022Spend The Same Time during Ramadan 2023&2022Spend More Time during Ramadan 2023 vs.202210%0%20%30%

39、40%50%60%70%80%90%100%Donating to charity NGOsTraveling13N=300*Consumer Spending Behaviours during RamadanConsumer Spending Activities during RamadanApart from those activities related to time spent doing them(as mentioned in page 7),the above 5 additional activities covered as part of this report r

40、elate particulalry to consumer spending behaviours of the 300 respondents surveyed.Entertainment(cinema,events)Eating outOrdering food/takeawayShopping onlineShopping in person18%17%10%18%44%14Products Usually Purchased Online by Respondents during RamadanThe top 5 products usually purchased by thos

41、e respondents who shop online during Ramadan are clothing,groceries,kitchenware,health and beauty products and home furniture.By gender,the top 5 products women purchase online during Ramadan are clothing,groceries,kitchenware,health&beauty and jewellery.Meanwhile,the top 5 products purchased online

42、 during Ramadan by males are groceries,clothing,home furniture,kitchenware and health&beauty products.GroceriesGroceriesGroceriesHome furniture/decorHome appliances Home furnitureKitchenwareKitchenwareBaby productsElectronicsClothingClothingElectronics accessoriesJewelry/AccessoriesJewelry/Accessori

43、esHealth&beauty productsHealth&beauty productsHealth&beauty productsSports equipmentCar&car accessories75%76%74%29%5%38%42%33%22%11%85%71%16%25%35%29%38%4%13%The top 5 products purchased online by malesThe top 5 products purchased online by femalesN=55Clothing94%Kitchenware47%35%N=21N=34Consumer Spe

44、nding Behaviours during Ramadan15Products Usually Purchased by Respondents In Person during RamadanThe top 5 products usually purchased by those respondents who shop in person during Ramadan are groceries,clothing,health and beauty products,kitchenware and home furniture.By gender,the top 5 products

45、 women respondents purchase in person during Ramadan are groceries,clothing,health&beauty,kitchenware,and home furniture.Meanwhile,the top 5 products purchased in person during Ramadan by males are groceries,clothing,kitchenware,home furniture,and health&beauty products.GroceriesGroceriesKitchenware

46、Home furniture/decorHome furniture/decorClothingClothingHealth&beauty productsHealth&beauty products89%89%44%33%32%75%81%31%63%The top 5 products purchased in person by malesThe top 5 products purchased in person by femalesN=133Kitchenware39%GroceriesHome furniture/decorHome appliances KitchenwareBa

47、by productsElectronicsClothingElectronics accessoriesJewelry/Accessories Health&beauty productsSports equipmentCar&car accessories89%32%23%41%23%17%78%8%17%48%2%12%N=61N=72Consumer Spending Behaviours during Ramadan16Consumer Spending Behaviours during RamadanProducts Usually Purchased Online by Res

48、pondents during Ramadan Versus Rest of the YearGroceriesHome furniture/decorHome appliances KitchenwareBaby productsElectronicsClothingElectronics accessoriesJewelry/AccessoriesHealth&beauty productsPurchase Less Online during Ramadan vs.Rest of YearPurchase The Same Online during Ramadan&Rest of Ye

49、arPurchase More Online during Ramadan vs.Rest of Year10%0%20%30%40%50%60%70%80%90%100%17Consumer Spending Behaviours during RamadanProducts Usually Purchased In-Person by Respondents during Ramadan Versus Rest of the YearGroceriesHome furniture/decorHome appliances KitchenwareBaby productsElectronic

50、sClothingElectronics accessoriesJewelry/AccessoriesHealth&beauty productsPurchase Less In-Person during Ramadan vs.Rest of YearPurchase The Same In-Person during Ramadan&Rest of YearPurchase More In-Person during Ramadan vs.Rest of Year10%0%20%30%40%50%60%70%80%90%100%18Out of those in the 44%group