Managing director Sarinporn Jivanun said
yesterday that the company conducted research on consumer behaviour,
including attitude, lifestyle and media consumption, in three major
cities - Yangon, Nay Pyi Taw and Mandalay - from May-July through
face-to-face interviews with 847 respondents.
TV was the most influential media among
Myanmar consumers living in urban areas, followed by friends and family,
magazines, billboards, newspapers, radio and in-store media.
TV commercials reach more than 90 per cent of total respondents. Locals spend about 25 days a month watching TV.
The most popular TV channels are MRTV4,
Channel 7, MRTV and MWD. MRTV4, which targets viewers aged over 35, and
Channel 7, which targets a younger audience, are run by a company called
Forever Group. Primetime slots at each TV station run almost exactly
the same time, from 6pm-10pm. The prime time billing rate is about
Bt40,000 (US$1,243).
Myanmar consumers were likely more
familiar with local brands than international ones. Famous actors and
actresses were widely used in TV commercials as presenters.
Word-of-mouth strategy via personal
assistants, shop owners at point of purchase or friends and family were
also key. "Myanmar people are still conventional but gradual change is
acceptable," Sarinporn said.
Yangon people were the most modern,
cosmopolitan and ready for new things while people in Nay Pyi Taw still
maintain their traditional culture and those in Mandalay are quite
conservative.
"Given these factors, product testing
should start in Yangon as the key platform before being applied to other
key cities. Yangon consumers are also trend-setters for the whole
market," he said.
Environsell Thailand targets an increase of 20 per cent in its revenue to Bt25 million (US$777,363) this year.
source: Eleven Myanmar
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