Over half of consumers in Egypt, Saudi and UAE will spend more during Ramadan, survey finds…


Over half of respondents to a recent survey plan to spend more money during Ramadan, with household items making up the bulk of this extra expenditure.

According to the Ramadan consumer behaviour study by market research company YouGov, 53 per cent of consumers surveyed in the UAE, Saudi Arabia and Egypt will spend more money during the fasting month, of which 93 per cent expect to increase their spend specifically on regular household items such as food, drinks and groceries.

59 per cent of the survey’s respondents in Egypt expect to spend more overall during Ramadan compared to 56 per cent in Saudi Arabia and 46 per cent in the UAE. 68 per cent of all respondents across the three countries expect to cover the extra expenditure using their regular income compared to 29 per cent who will dip into their savings.

Shopping, brand loyalty

Household goods will make up 93 percent of items set to be purchased by respondents, with the most popular items including:

Dates (73 per cent)

 Laban (62 per cent)

 Yoghurt (61 per cent)

Powdered soft drinks, squashes and cordials (all 53 per cent respectively).

Discounts are the most appealing promotions for 78 per cent surveyed in the three countries, with 43 per cent leaning towards price offs and 35 per cent towards discounts.

YouGov’s findings show that consumers are less likely to be brand loyal when it comes to food and drink products. 40 per cent overall claim they will always buy from brands that have the best offer or promotion irrespective of who makes them. 38 per cent said they will stay loyal to a select set of brands and 22 per cent said they will always stay brand loyal regardless of offers and promotions.


Travel

The study found that respondents prefer not to change their lifestyles and are planning to spend the month of Ramadan at home.

Despite low levels of travel during Ramadan, 43 per cent of respondents in all three countries expect to travel during Eid this year. Of those that are travelling, 56 per cent intend to travel within their home country compared to 30 per cent who intend to travel aboard.

72 per cent of respondents claimed they didn’t have any travel plans because they prefer to spend Ramadan in their country of residence.

69 per cent of respondents in Egypt and 66 per cent in Saudi Arabia claimed they prefer to stay in their home country the most, compared to a lower 52 per cent from the UAE.

The second highest proportion of respondents in all three countries claimed they would not be travelling because of work commitments (17 per cent). This was most prevalent in the UAE (23 percent), compared to 16 per cent of respondents in Egypt and 12 per cent in Saudi Arabia.

The most appealing promotions for travelers during Eid are discounted promotional offers on flights (62 percent), followed by discounts on hotel stays (57 per cent).

The research involved an online survey of 1,523 respondents in the UAE (505), Saudi Arabia (507) and Egypt (511) between 23 and 29 May this year.


Web Report / Dubai ; Khaleej Times ; June 8, 2016


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