Bag of joy - Mindshare World - Bag of Joy.pdf · Commerce and Industry and has released its first...
Transcript of Bag of joy - Mindshare World - Bag of Joy.pdf · Commerce and Industry and has released its first...
• In this study, we analyze consumer behavior during shopping festivals.
• The report sheds lights on the consumer’s journey when festivals take place. It then
taps into popularity of festivals that occur at different Arabic cities and the
respective visiting incidents.
• The way people engage with the events that accompany shopping festivals is also
highlighted.
• The findings herein should provide insights on planning future marketing activities.
Introduction
Jeddah Ghair Festival
Jeddah Summer Festival or as it is globally known by name, Jeddah Ghair was initially
launched in 1998. It is usually organized from July 22nd to 17th August. It includes many
entertainment events like fireworks, gold and jewelry festival associated with raffle draws,
and concerts by famous Saudi stars, in addition to folk art, traditional dishes, exhibitions as
well as literary and scientific evenings. the city of Jeddah - “the Red Sea bride”.
1998
Source: Dubaishoppingfestival.com/Sauditourism.sa/Hoteliermiddleeast.com/Saudigazette.com
Riyadh Shopping and Entertainment Festival
Riyadh Shopping and Entertainment Festival is organized by the Riyadh Chamber of
Commerce and Industry and has released its first edition in 2004. The festival hosts more
than 250 recreation events in various commercial and recreational centers across the city.
The event involves, in addition to discounts on goods and products, attractive offers provided
by hotels for honeymooners and discounts in leading restaurants for the public. Moreover,
the productive families also participate extensively with their products.
2004
Source: Dubaishoppingfestival.com/Sauditourism.sa/Hoteliermiddleeast.com/Saudigazette.com
Hayya Jeddah
Hayya Jeddah Festival is the annual shopping celebration that attracts millions of shoppers to
Saudi Arabia’s second largest city. It is a month long festival meant to mirror Jeddah’s
position as a welcoming, accessible, family destination with an incredibly diverse range of
5,000 retail stores from famous malls with unbeatable bargains and promotions.
2012
Source: Dubaishoppingfestival.com/Sauditourism.sa/Hoteliermiddleeast.com/Saudigazette.com
Report Flow
Events Dynamics
Attendance DriversDecision making
Sourcing information
Events of interest
Discouraging factors
Festivals Funnel
Awareness Visiting occurrences Future visits
Festival Dynamics
Getting informed
Decision making to visit
Spending behavior
Categories shopped
Attraction points
Wish list
Three Clusters
Identified
Ind
ulg
ing
Crit
ics •Generally
interested in festivals, but the most critical of thetransparency ofoffers
•Witness slight change inshopping behavior duringfestivals
•More females thanmales
•Mostly married withchildren M
os
tly m
arr
ied
wit
hc
hil
dre
n Most passive about shopping festivals
Slightly interested in the events and only enjoy the atmosphere and vibes
Their spending and shopping behavior are not affected during festivals
Constitutes of slightly more females than males
Mostly married with children
Ba
rg
ain
ing
Fa
ns •Highly interested
in shopping festivals and the events
•Utilize festivals to benefit from bargains and good deals
•Witness slight change in spending behavior during festivals Majority males
•Posses the highest portion of single individuals vs. other clusters
1 2 3
Social media & TV
advertising are the
main sources of
information about
festivals
Bargaining fans’ attachment with festivals is further demonstrated by their keenness to keep up to
date with the festivals’ latest news by using multi- channels, on top of which is social media.
Lukewarms heavily rely on social media and TV advertising to stay updated though they
are mostly attracted to the vibe and atmosphere.
Indulging Critics tend to focus their information gathering regarding festivals on social
media advertising.
Total N = 400 (All respondentxs)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89
Figures with no legend are for totalsample
Over 2/3 decide
collectively on
which city to visit
because of the
shopping festival
happening in it
43%
17%
9%
20%
32%
19%
31%
11%
28%
My spouse and I Myself Other family
members
Spouse, kids,
friends
28% 28%
Indulging Critics Lukewarms Bargaining Fans
Who is the decision maker to travel to or visit a city because of the shopping festival happening in it?Total N = 324 (Respondents visiting/travelling to festivals in Arabic cities)| Indulging Critics = 190| Lukewarms =88| Bargaining Fans = 46
Figures with no legend are for total sample
More than a third take the decision by themselves, and very few leave the decision entirely up to their spouse.
Among married couples, males tend to either take the decision by themselves or ask for their friends’ opinions in case of going with them.
Females, on the other hand, consider the decision more of a joint discussion with the spouse and other family members.
Indulging Critics appear to mostly consult their spouse when deciding on visiting shopping festivals. This is mainly applicable to females
within this cluster. On the contrary, Lukewarms are inclined to take the opinions of other family members (especially single females within
this cluster). Married males within Bargaining Fans mostly decide by themselves but also take into account their spouse’s opinion.
35% 30% 20% 15%
Spending does not generally increase during festivals, yet available offers impact
shopping behavior
12%
46%
42%
Spending & Shopping Behavior Affected “I tend to postpone my big spendings for the shopping festival of the city I live in\plan to visit”
Only Shopping BehaviorAffected“I tend to look for some offers but would not say that my spending increases because of shopping festivals”
No Effect“My shopping behavior is not affected by shopping festivals”
Bargaining Fans are inclined to look out for great offers and deals.
This explains why their spending during festivals rises relatively more
compared to the other two clusters.
Indulging Critics’ general spending habits appear to be uninterrupted
during the shopping period. However, they tend to look for attractive
special offers/discounts.
Lukewarms do not experience any changes in either shopping
behavior nor spending.
63%
27%
10% 10%22%
68%
20%
37% 43%
Indulging Critics Lukewarms Bargaining Fans
How would you describe your engagement with shopping festivals - Spending during festivals? Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89 Figures with no legend are for total sample
9 out of 10 buy more clothes during festivals
91%Cloth
54%Perfumeries
50%Shoes
41%Bags
37%Watch
23%Accessories
19%Jewel
19%Beauty Care
16%Mobile Phones
11%Other tech products
Irrespective of the wide range of categories thatgo on sale during festival periods, clothes remainthe number one category that consumers shopfor more at this period as well. Generally, clothesare purchased more often and on a regularbasis, so during festivals, individuals seize theopportunity to bag special deals. Also, thiscategory is highly advertised and has attainedgreat exposure on social media platforms whichhas directly and indirectly increased therespective purchase trials.
Lukewarms tend to purchase categories whoseshopping increase the least during festivals, suchas beauty care products (mainly females) andelectronics (mainly males).
Indulging Critics purchase perfumeries the leastduring festivals compared to the other twogroups.
Figures with no legend are for totalsample
What categories do you shop for more during festivals?Total N = 232(Respondents whose spending/behavior is affected by festivals)| Indulging Critics = 146| Lukewarms = 35| BargainingFans = 51
Interest in festivals stems mainly from promotions & offers
P r o m o t i o n s & O f f e r s
A t m o s p h e r e & V i b e s
E v e n t s S o c i a l i z i n g C e l e b r i t y p r e s e n c e
82%92% 88%
43%54% 56%
27%41%
61%
20%38%
52%
24% 32% 39%
86% 49% 38% 32
%
30
%
Indulging Critics Lukewarms Bargaining Fans
What are the things you like most about shopping festivals in Arab cities?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89
Figures with no legend are for total sample
Interest in festivals stems mainly from promotions & offers
No matter their involvement and attachment with festivals, cluster segments tend to name certain features they like during the festive period.This is mostly evident among Lukewarms who are the most passive about festivals, yet admire many of its accompanying features & activities such as promotions, the atmosphere and events, i.e merely spectators but no actual involvement.
Promotions and offers are what Indulging Critics like the most about festivals. Other features seem to attract them much less. As for Bargaining Fans, they appear to like everything that comes along with the festivals.
Dubai Shopping Festival is more popular than local festivals in KSA
65%
37%
61%
48%
22%
23%
12%
13%
83%
53%
15%
33%
Indulging Critics
Lukewarms
BargainingJeddah Ghair Festival
Dubai Shopping Festival 68%
43%
21%
17%
Other festivals in the region like Dubai
Shopping Surprises, Hayya Jeddah,
Dammam eastern summer festival..etc, did not get significant
attractionRiyadh Shopping and Entertainment Festival
Hala February
What shopping festivals that are organized in Arab countries are you aware of?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89
Figures with no legend are for total sample
Interest in festivals stems mainly from promotions & offers
Events such as shopping festivals have enabled consumers to benefit from a rich experience combining between both retailand entertainment. These events seem to capture consumer’s attention and shape their shopping behavior. DubaiShopping Festival (DSF) appears to have the highest percentage of spontaneous mentions in comparison to other similarfestivals in KSA and the region.
Bargaining Fans are more aware of DSF, Jeddah Ghair and Hala February than the other two groups. Conversely, the lattertwo festivals are more familiar Riyadh Shopping Festival.
Dubai Shopping
Festival is the main
destination for
many KSA
residents
The jaw dropping deals and
promotions along with the wide
range of cultural/entertainment
activities keeps on attracting many
tourists from KSA to DSF. Around a
quarter have attended the new
edition of DSF.
Indulging Critics are more
inclined to visit DSF than
Bargaining Fans, though
the latter are the more
knowledgeable about DSF.
Indulging Critics are
composed of families more
than Bargaining Fans,
hence, are more likely to go
on family trips to attend
regional festivals.
Lukewarms seem to balance their
festival outings and almost equally
explore DFS, Jeddah Ghair and Hala
February.
21%
14%
31%
3%
9%
24% 11% 8%
10%
12%
10% 9%
LukewarmsIndulging Critics Bargaining Fans
What are the things you like most about shopping festivals in Arab cities?Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89
Figures with no legend are for total sample
Indulging Critics Lukewarms Bargaining Fans
72%
58%
Dubai Shopping Festival will continue to be the shopping hub for visitors
18%23%26%
4% 11% 5%
58%16%
6%9%
Expected destinations to festivals in Arabic cities
Over half are likely to visit the Dubai Shopping Festival, even if not for the first time. Kuwait’s HalaFebruary Festival is expected to enjoy a fair share of visitors as well. UAE and Kuwait, hence,anticipate a larger influx of tourists from KSA compared to other regional festivals.
Local events such as Jeddah Ghair appear to lure a much smaller audience.
All three clusters are more inclined to visit DSF than any other festival in the future, especiallyIndulging Critics and Lukewarms.
4%7%10%
5%
Which Arab cities you might travel to or visit in the future because of the shopping festivals happening in it? Total N = 400 (All respondents)| Indulging Critics = 200| Lukewarms = 111| Bargaining Fans = 89
Figures with no legend are for total sample
Do you attend events organized by shopping festivals (N=400)? Why (N=136)? Why not (N=264)?
52%
51%
20%
16%
13%
Escaping from the daily routine
50%
44%
9%
7%
5%
No time\busy at work
Shopping festivals’ eventsdon’t
interest me
Marketing for events is weak - lack of
information
Attendance tickets are usually
expensive
Shopping festivals’ eventsdon’t
interest my spouse\family
Despite the variety and thrill accompanying the cultural & entertainmentevents organized by shopping festivals, people usually find difficulty inattending such events due to time constrains and busy schedules.
This mainly applies to Bargaining Fans of whom the majority isemployed.
Have
attended
Shopping events
1/3 attend events organizedby festivals,
either to escape boredom or to satisfy
family requests
These drivers are mostly applicable to Lukewarms
Bargaining Fans are more likely to attend festival events to
see their favourite celebrity performing more than the other two segments.
Never
attended
Shopping
events
66%
34%Base: Respondents not attending festival events (N=264)
Base: Respondents attending festival events (N=136)
Lack of time opposesthe other
2/3 fromattending festival
eventsMeeting the interests & requestsof my spouse\family
Influence & recommendations fromfriends\colleagues
Seeing a favorite celebrity participating in the event
Personal interests in certain events
Within families,
parents have the
final say on which
festival events t
Bargaining Fans are mostly composed of married males who like to take the decision, on which event to attend, by themselves. Others segments (Indulging Critics and Lukewarms), on the other hand, consist of more females and tend to consolidate their decision with their spouse.
Indulging Critics Lukewarms Bargaining Fans
My spouse and myself Myself Our children
79% 78%
69%
17%31%
5% 4%
My spouse
0% 0%0%17%
0%
Who usually decides on the festival events that are attended?Total N = 102 (Married respondents attending festival events ) | Indulging Critics = 66| Lukewarms = 23 | Bargaining Fans = 13
Social media & TVads are the main sources of information for festival
events also
The portion of those who like festival events and end up attending them is highest among Indulging Critics and much lower amongLukewarms and Bargaining Fans.
Event goers appear to approach festival events in a different manner to the way they deal with the overall festival. This is exemplified in how the information about events are being sought for by each cluster, which in turn varies depending on where they get general updatesabout festivals.
Social media
Advertising
TV Advertising
Comments & posts on
Social media
7 6 %
WOM 29%
Online Advertising 26%
Outdoor Advertising13%
78% 80%53%
72%47% 49%
28% 52% 53%
19% 28% 74%
25%26%27%
11%12%
46%
54%
19%
Indulging Critics Lukewarms Bargaining Fans
Where do you look for information about events organized by shopping festivals?Total N = 136 (Respondents attending festival events) | Indulging Critics = 85 | Lukewarms = 32 | Bargaining Fans = 19
Family
entertainment
programs attract
the largest
audienceFamily entertainment events mainly appeal to married couples with children likeLukewarms.
Bargaining Fans tend to not skip any event. They are present in almost all.
* (small base, use withcaution)
Music concerts
Family entertainment
Cinema events
Theatre shows
Indulging Critics Lukewarms Bargaining Fans
Environmental events
60%
36%
22%
17%
21%
12% 9%
53%
20% 13%42%
33% 31%58%
8%22%
84%
54%78%
53%
Whatare the shoppingevents thatusually interestyou?Total N = 136 (Respondents attending festival events) | Indulging Critics = 85 | Lukewarms = 32 | Bargaining Fans = 19
KeyTakeouts
Deciding on which city to
travel/visit because of
the shopping festivals
happening in it is a
collective process
majority of the times.
Sole decision makers
mainly constitute of
males whereas
females lean towards
a shared agreement
with the spouse or
other family members.
The vast majority rely on
Social media & TV
advertising to get
information about
festivals and their
accompanying events.
The search for
information on
festivals/events reflects
general searching
habits.
Consumers are
inclined to spend more
on clothes.
Promotions and offers
are the main attractions.
Dubai Shopping
Festival appears to
generate the largest
number of visitors
compared to other
festivals. It promises to
possess the same
momentum in the
future.
Events organized by
festivals attract around a
third.
Event goers attend with
the main intention of
breaking their daily
routine. They mostly opt
for family entertainment.
Those who usually do
not attend events are
restrained by their busy
schedules.