Abstract
Introduction
Datamonitor' s survey of Russian respondents established that 76% either
' strongly' or ' tended' to agree with the statement "I believe my country of
residence is in a recession". A ' recessionary mindset' has driven Russian
consumers to adopt a largely pessimistic attitude to the wider economic
situation and its impact on their lifestyles in 2009.
Scope of this research
- Detailed analysis documenting Russian consumers' ' recessionary mindset'
and how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived
quality of life, emotional wellbeing and financial security in Russia
- In-depth analysis of Russian shoppers' changing price sensitivity, value
consciousness and attitudes towards private label across 4 major FMCG sectors
- Countries and categories covered: Russia; food and non-alcoholic
beverages, alcoholic beverages, personal care and household care
Research and analysis highlights
Overall quality is the leading factor influencing where Russians do their
shopping, with 82% stating this was of a ' high' or ' very high' amount of
influence to them. Clearly Russian shoppers are reluctant to sacrifice on
quality, perhaps in an attempt to reduce risk
When surveyed by Datamonitor in April 2009, nearly half (46%) of Russian
respondents agreed that they were giving up some of their favorite brands in
light of the economic downturn. This was marginally higher than the overall
perception among the entire respondents across the 17 countries
Russian consumers are becoming more value conscious and therefore looking to
save money when buying groceries, though not necessarily through price
promotions
Key reasons to purchase this research
- Gain a detailed understanding of changing consumer attitudes and behaviors
amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary
themes such as brand loyalty and consumers' value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from
two waves of primary research conducted in August 2008 and April 2009
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